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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