Super Bowl’s ‘Second Screen’ Nearly Sold Out of Ad Inventory — ‘Exponential’ Growth Seen in What Will Be Only the Event’s Second Live-Streaming

December 10, 2012  •  Post A Comment

The Super Bowl’s "second screen" — live-streaming of the event on CBSSports.com — has nearly sold out of ad inventory, reports Brian Steinberg in Advertising Age.

Fueling ad sales is the “exponential” growth in consumers’ familiarity with online video streaming since the 2012 Super Bowl, the piece reports.

"We only have a few packages remaining," said David Morris, chief client officer of CBS Interactive, which is handling digital inventory for what will be only the second live-streaming of the Super Bowl.

Viewers of the live-streaming event will see ads supporting the pre-game and Super Bowl broadcasts on CBS. The advertisements will be both video commercials, which will appear during breaks in the game, and ads that are placed around the video player during the game, the piece notes.

Marketers buying digital time include auto companies, consumer packaged goods, restaurants, beverages, retail and technology, the story says.

Morris declined to disclose the pricing for the digital inventory, although it’s significantly less than the on-air Super Bowl ads, which have sold for an average of $3.7 million to $3.8 million, Steinberg writes.

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