Super Bowl Sold Out, HomeAway Finds Second Home

Home Away

Vacation home rental company HomeAway will return as a Super Bowl advertiser -- its second time as a sponsor. The game, to be broadcast on Fox, is sold out for national advertisers -- perhaps the earliest ever on record. Prices for a 30-second commercial run $2.8 million to $3.0 million, a bit more than for the 2010 event.

The Austin, Texas-based company says last year's spot, which featured Chevy Chase and Beverly D'Angelo reprising their roles from the 1980s comedy "National Lampoon's Vacation," generated a 500% increase in consumer visits to their site and 1 million incremental page views in a 24-hour period right after the game.

The big NFL game was 80% sold in June -- just after the TV upfront's advertising marketplace was completed, a strong TV market that witnessed high single-digit percentage increases on the cost-per-thousand viewers. CBS was around 70% sold for the Super Bowl last year in September.

Executives say Fox completed its Super Bowl ad sales process in the last week of October.

General Motors -- after a two-year absence from the big game, and one of the bigger sponsors of the game in year's past -- will return this year, as well as automakers Hyundai Motor Co., Audi and Kia Motor Corp.

Fox will broadcast the game on Feb. 6, 2011.



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