Papa John’s pizza will run a 30-second spot in the Super Bowl just before halftime, but it didn’t buy the air time from CBS or any TV station, Advertising Age reports.
Instead, the deal is a product integration one with the National Football League itself.
According to the report, "Papa John’s chief marketing executive, Andrew Varga, declined to give the price of his company’s deal, or confirm that a 30-second spot from the NFL costs less than the $3 million asking price from CBS."
It’s been widely reported that CBS is generally getting between $2.5 million and $2.8 million for its 30-second spots on the game, which is a dip from last year’s prices.
The Ad Age article also contains details of the Papa John spot itself.