With the NFL season just a few weeks away, executives at CBS say that the sport remains resilient to outside pressure, with advertisers still eager to reach the wide swath of viewers that tune in to live games each week.
Jo Ann Ross, the president and chief advertising revenue officer for CBS says that NFL CPM pricing is up mid-to-high single digits from last year, with insurance and “digital native” companies like Google, Facebook, and Netflix accounting for the strongest categories.The company bundled some NFL ad sales into its upfront, though Ross says that business remains strong even now that the upfront has closed.
While Fox will broadcast the next Super Bowl on Feb. 2, CBS will get the game in 2021, giving it two Super Bowls in three years. “[CBS Super Bowl] Sales will pick up as soon as Fox has finished their game,” McManus said. “Anything happening at CBS? Nothing is going on corporately, obviously it has been quiet on the CBS corporate front,” he said.
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