Last-minute Super Bowl spots going cheap

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Super Bowl advertising on CBS was in fire sale mode this week, according to marketers who bought into the game at the eleventh hour.

Prices were dropping so much that Universal Pictures made a last-minute decision to buy a 30-second spot in the post game for the action film "The Fast and the Furious." Brands such as Dentyne, Motel 6 and IBM, attracted by lower-than-usual sticker prices, are said to have snapped up last minute spots. The buys are so last minute, in fact, that the marketers don't even have new creative to fill some of the half-minute segments and are running old advertising.

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Copyright January 2001, Crain Communications Inc.

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