The average price of a 30-sec. spot on CBS's January's Super Bowl telecast could be flat or a bit lower than the $2.2 million that ABC commanded this year, media executives said. This would mark a turnabout from hefty year-over-year increases that have been common. But executives said blue-chip marketers-who usually pay less than average for their multispot buys-may actually spend more to get time on the game than they did this year since the average last January was inflated by dot-coms that spent as much as $3 million for a spot. CBS has 10-12 commercials left to sell in January's Super Bowl, which leaves the network in pretty good shape considering the severe softness of the marketplace. This would put CBS at 80% to 84% percent sold for the big event.
Copyright November 2000, Crain Communications Inc.