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Super Bowl Ads Boon To Local Markets

B&C, Monday, January 25, 2010 11:38 PM

Super Bowl XLIV, airing on CBS next month, is expected to bring the network an estimated $200 million in ad revenue. But it's also a boon to local stations. Local affiliates gain 11 or more spots to sell during the Super Bowl than their network time usually allows. The network's O&Os, together with the affiliates, have been pitching local ad buys in the annual NFL championship to a much wider circle of advertisers.

Stations are targeting marketers that are looking for Super Bowl exposure while avoiding the national commercial price tag, which runs between $2.5 and $2.8 million on CBS network for a 30-second spot. A company can become a Super Bowl advertiser for $100,000 for a 30-second spot in the Atlanta market; in New York for close to $700,000.

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