Only two movie studios have bought time thus far: Walt Disney Co. and Lionsgate,
although Paramount and Sony have pregame spots. John Bogusz, CBS executive vice president, sports sales, says the movie category is "squishy," but beer, autos and pharmaceuticals are all sold.
Spots have gone to about 25 marketers so far. and its "coming down to a handful of units," he adds. The network is also holding the line on pricing, he claims, not moving far from its original $2.6 million asking price for a 30-second ad. But some agency execs say the net is pushing "fourth-quarter scraps" for far less--as little as half that price.