CBS' Super Bowl Ramps Up On-Air Promos For Paramount+, Prime-Time Network Shows

Although CBS’ “Super Bowl LV” has just four spots from entertainment advertisers for the big game on Sunday, CBS made up for it with plenty of on-air promos for its platforms and programs -- especially for Paramount+, its forthcoming streaming service.

Paramount+, ViacomCBS’ newly revamped premium streaming platform -- the successor to CBS All Access -- aired 12 creatives for the service during the game. It launches March 4.

Six spots ran for a new Paramount+ brand effort under the theme “Expedition.” Shows touted for Paramount+ included “Y:1883,” a prequel to the Paramount Network’s “Yellowstone” TV series, and “Kamp Koral,” a new SpongeBob movie and TV series from Nickelodeon.

For CBS’ prime-time schedule, the network aired 20 spots, including five different creatives touting a new version of the 1980’s TV drama “The Equalizer.” Starring Queen Latifah, the series debut episode followed the game, one of the most valuable TV time slots of the yearm due to the game’s high viewer lead-in.



Another heavily touted CBS TV network prime-time series included the new TV drama “Clarice,” which furthers the story of “The Silence of the Lambs.” Other spots included the unscripted reality show “Tough as Nails” and “The Late Show with Stephen Colbert.”

Only four paid-advertising TV and movie commercials ran in-game this year, versus nine a year ago when Fox aired the game. 

In part, movie theater closures this year, due to the COVID-19 pandemic, may have been a major reason for the decline.

This year, the list included the Amazon Prime Video movie “Coming 2 America,” Universal Pictures' summer 2021 theater-only thriller “Old,” and Disney+'s premium streaming movie “The Falcon and the Winter Soldier.”

In addition, there was an overall spot for the Disney streaming bundle, the $12.99 a month package of Disney+, Hulu, and ESPN+ services.

For Fox’s “Super Bowl LIV” in 2020, the network aired 20 on-air promos for its programs and platforms. Nine paid entertainment commercials included two spots for Universal Pictures, one each for Walt Disney Pictures, MGM and Marvel for theatrical movies, and one each for Hulu, Disney+, YouTube TV and Quibi.

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