Thursday, October 28, 2010
Super Bowl 46 Sells Out
You have to be impressed that it isn’t even November and the 2011 Super Bowl commercial inventory is already sold out. Just the other day the remaining two spots were sold at their retail price of $3 million each. The 46th Super Bowl will be played on February 6, 2011 at the new indoors Cowboys Stadium in Arlington, Texas. It will be televised live on NBC in the United States and by various other broadcasters around the world. Historically, the worldwide audience hovers around 110 million viewers. Given the state of the U.S. economy, a sell-out is pretty spectacular in my humble opinion. I wish Super Bowl advertising served as a barometer of the economy’s future, however most of the ads are for familiar brands – Pepsi has purchased 6 advertisements. After being absent from the spectacle for two years General Motors is likely to return; that’s a very encouraging sign. But they have a good story to tell and a new tag line “Chevy Runs Deep” to sell. And of course we know there will be some consumer generated advertising (CGA) opportunities to ensure fan engagement. I’ll have more to say about Super Bowl advertising as we move closer to the event. But I’d say that selling out the entire inventory of spots, and these last two at full price, makes me feel very optimistic about the future.