Ad Sales Under Way for 2014 Super Bowl -- With the Game's Venue One Factor That Could Push Up Prices Ad Age
Sales of advertising time for the 2014 Super Bowl have already begun, and the city where the game will be played could have an impact on prices -- at least if Fox can successfully make that pitch, reports Brian Steinberg in Advertising Age.
Fox has started to reach out to advertisers about next year's game, which is set for New York. Steinberg writes that the discussions are "part of broader talks with marketers about supporting Fox sports-oriented media outlets."
“In these wide discussions, Fox executives have cited the New York setting for Super Bowl XLVIII, and the excitement the location will bring to the proceedings, according to one media-buying executive familiar with the tone of the talks,” Steinberg writes. “This executive also suggested Fox would seek to secure an increase in the price of Super Bowl ad inventory.”
How will the recent CBS Super Bowl broadcast impact Fox’s prospects? It remains to be seen.
"CBS saw ratings for Super Bowl XLVII decline from the year-earlier broadcast on NBC, the first time Super Bowl ratings have declined since 2005," Steinberg notes.
He continues, "Fox could experience some advertiser pushback," citing a discussion with a media-buying executive who spoke with Fox. The economy might still be an issue, with advertisers unwilling to justify a big unit rate if it means cutting buys in other programming, the story notes.