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Meet the Man Buying All Those Super Bowl Spots

What You Should Have Read, Nov. 14, 2007

Published on .

Omnicom's Super Bowl Ad Buyer Calls the Plays
The Wall Street Journal sits down for a Q-and-A with Tom McGovern, head of sports media for Omnicom's Optimum Sports, who oversees the purchase of about 15 Super Bowl ad slots (about eight minutes of ad time) for clients such as PepsiCo, FedEx, Universal Studios and Cars.com. That is about a quarter of the entire ad inventory for the game. Over the past few months, Mr. McGovern has spent countless hours haggling via phone and e-mail with News Corp.'s Fox over prices and particular time slots. But Mr. McGovern's job is tough this year because he has to navigate a tighter market: The network has only two spots left for Super Bowl XLII, which will be played Feb. 3, giving Fox the upper hand in negotiations.
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