• Mediaweek, Tuesday, January 16, 2007 11:15 AM

While the Super Bowl is a huge annual revenue producer for whatever network airs it, it is getting increasingly hard to sell. For instance, with just three weeks to go, CBS has sold a bit over 70% of its in-game inventory, leaving it with about 16 spots left to move.

While the Tiffany Network could take in as much as $120 million to $140 million on the three-hour game alone--on top of the take from six hours of pregame programming--the period just before kickoff is a time of severe angst for sales teams facing fourth and goal.

As one media executive puts it: "CBS is definitely in hustle mode, trying to come up with any innovative way possible to move those in-game units." And the closer it gets to game day, the less leverage CBS will have, since it can't cut the price without risking the ire of those who came in early at full cost.

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