How valuable is a television commercial during the Super Bowl?
Apparently a lot less in the current economy. CBS is reportedly selling spots for the 2010 Super Bowl in the $2-3 million dollar (per spot) range. That amount is down considerably from the $2.4 million to $3 million per spot that NBC received on the 2009 Super Bowl. CBS is selling cheaper because they have to given the current economy. They are also telling potential buyers that they are negotiable on the price, something that NBC was (publicly) inflexible last year until the economy tanked. Smart move by CBS to get aggressive on working with advertisers to get them involved in the big game. There are lots of marquee brands that love to get the exposure the Super Bowl audience provides, but many of those have seen their ad budgets slashed. By working with the potential advertiser to create a program, CBS is going to salvage some deals that might have otherwise walked away. CBS will probably also benefit from hooking some of these advertisers into packages that include online, radio and
