Super Bowl Ads Selling Fast Despite Weak TV Market

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Paramount Global is seeing a rush on advertising slots in its coming 2024 broadcast of Super Bowl LVIII, a bright spot in a bleak market for the TV business. Paramount’s CBS is slated to broa…

Paramount’s CBS is slated to broadcast the NFL’s next Big Game on Feb. 11 of next year from Las Vegas — the first time the football extravaganza has taken place there. Already, the company has sold a significant portion of prominent spots in the first half of the game, according to three people familiar with the matter, and a good chunk of the same in the third quarter.

“We have been telling clients, if you want Super Bowl — now!” says one media-buying executive. Buyers estimate that CBS could have sold at least 70% of its available inventory, and potentially more. To be sure, some chunk of that projection would come from advertisers who have multi-year sponsorship deals to support the event, but notching such a level of sell-out in July is more robust than typical.

The recent Super Bowl sales momentum puts a new spotlight on the durability of sports even as TV networks are facing tough economic headwinds.

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