• Mediaweek, Tuesday, January 10, 2006 11:30 AM

Although industry sources believe ABC had been off to a slower than normal start for Super Bowl ad sales--owing, perhaps, to the upcoming Olympics, which appeals to a similar advertiser base--the network said yesterday it has sold out virtually all of the game's first half. Super Bowl XL, to be played in Detroit February 5, will be heavy on automotive advertising (GM and Ford are both committed, while Chrysler has not yet made its final decision). Also strong will be the financial/insurance category. Burger King, Gillette, and ESPN Mobile have also purchased spots in the first half, according to ABC. Ed Erhardt, president of ABC/EXPN Sports, said he was "confident" the average price of a 30-second spot would exceed last year's record of $2.4 million.

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