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If you want to purchase ad space for this year’s Super Bowl XLVI, your time is up: every spot is sold out, the Wall Street Journal reports.
According to media buyers at Comcast-owned NBC Universal, companies are shelling $3.5 million toward a single 30-second commercial, an increase from last year’s $3 million price when Fox carried the Green Bay Packers-Pittsburgh Steelers game. In the past 11 years, ad prices have spiked 59 percent, demonstrating the impact of the Super Bowl — the top trophy of sports event programming — on the advertising industry.
“We have shattered any recent revenue stories in regards to the Super Bowl,” Seth Winter, senior vice president of sales and marketing at NBC’s sports group, told USA Today.
Each 30-second spot was filled by Thanksgiving, Winters said, noting a new trend in more commercials lasting 60 seconds or more, versus just 30 seconds.
Here’s some early details on who bought what: Volkswagen, purveyor of 2011’s hit Darth Vader ad, purchased a 60-second spot in the third quarter to sell its Beetle car; Dannon will make an appearance as the first-ever yogurt company to advertise in the Super Bowl; NFL celebrities Troy Aikman and Deion Sanders will make cameos in Bridgestone ads; GoDaddy.com will feature the pop-music group Pussycat Dolls in one of its two spots. (Last year, the company revealed Joan Rivers as its star spokewoman.)
This Saturday, a dozen teams begin their quest for Super Bowl XLVI, slated for broadcast Feb. 5 on NBC. Check out the NFL playoff schedule here.
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Jamie Lee Curtis
Monday Night Football