Fox, MySpace team with NFL for Super site


NEW YORK -- Fox Sports and News Corp. sibling MySpace said Thursday that they will partner with the NFL for a Web platform that will combine on-demand viewing of next year's Super Bowl commercials after the big game with interactive extensions that have never before been offered.

A key part of the deal will be the in-game promotion of the Super Bowl-branded site on My Space, and the soon-to-be-relaunched Fox ad sales chief Jon Nesvig said Thursday that none of the extensions have been sold yet but would be marketed to advertisers who are looking for the best of both worlds for their advertising dollar.

"Getting out there on the biggest advertising platform on television and drilling down to a one-to-one level when they can interact directly with the user offers an awful lot of value," Nesvig said.

Although the sales season for the Super Bowl doesn't normally heat up until after the primetime upfront selling is complete, Nesvig said about 30% of Fox's Super Bowl ad inventory already is sold. He declined to name specific advertisers other than the fact that Anheuser-Busch would again have the most spots.

Also key to the new Web platform will be the ability for advertisers to offer a call to action with their Super Bowl ads, something that linear TV can't do. What TV will do is deliver tens of millions of eyeballs to add to the nearly 30 million who turned to the Web to find out more about Super Bowl advertisers during Super Bowl XLI in February.

NFL vp media strategy Brian Rolapp said the companies wanted to find a way to maximize the revamped and the quality audience that My Space attracts.

"It's a really smart experiment to see what kind of value it yields," Rolapp said.