More than half of the advertising inventory for the 2013 Super Bowl broadcast has already been sold by CBS, reports Brian Steinberg in Advertising Age.
The broadcast may reach sell-out levels of close to 80% in the next few weeks, the story says, citing John Bogusz, exec VP for sports sales and marketing at CBS.
"The marketplace continues to be pretty active," he said. Automobile marketers are pushing the pace of sales, despite the recent announcement by General Motors that it won’t buy commercial time in the event, the story notes.
The auto category "is extremely healthy and it has been active," Bogusz said.
Other active categories include movie studios and beverage marketers.
"Recent Super Bowl ratings have been astronomical, shattering viewing records and making the event the most-watched TV broadcast each year for the past three games, spurring marketers to get on board early and networks to seek higher prices each year," Steinberg writes.
He adds: "Of course, selling the first three-quarters of Super Bowl ad spots is usually easy. It’s the last 25% that’s hard."