TOP MARKETERS RETURN FOR SUPER BOWL SPONSORSHIPS

GM, Pepsi Help Viacom Fill 7 Hours of Programming

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NEW YORK (AdAge.com) -- General Motors Corp.'s Cadillac, Pepsi-Cola Co. and Monster.com highlight the list of marketers on board with sponsorship of Viacom's CBS Super Bowl XXXVIII programming, the network announced.

Financial terms of the sponsorships

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were not released. Many of the marketers are also taking Super Bowl commercials during the actual game, with the spots valued at $2.4 million for a placement immediately after the opening kickoff, executives said.

The following is the network's sponsorship lineup (all times are Eastern Standard):

  • CBS' coverage of the Feb. 1 game begins at 11 a.m. EST with a special from Viacom sibling Nickelodean. At noon, Pepsi will sponsor MTV's TRL @ The Super Bowl, a one-hour special.

  • From 1 p.m. to 2p.m., GM and Cadillac will co-sponsor The Phil Simms 2003 All-Iron team, as CBS' lead analyst presents his annual selection of the 15 players and one coach who best represent the qualities of an "iron man."

  • CBS's four-hour pregame show, The Super Bowl Today, will air from 2 p.m. to 6 p.m. Sponsors are Wachovia (2 p.m. to 3 p.m.), Pizza Hut (3 p.m. to 4 p.m.), Sony PlayStation (4 p.m. to 5 p.m.), H&R Block (5 p.m. to 5:30 p.m.) and Radio Shack (5:30 p.m. to 6 p.m.).

  • Ford Motor Co. will sponsor the 25-minute Ford Super Bowl Kick-Off Show that leads directly to the start of the game at 6:25 p.m.

  • Monster.com sponsors the Super Bowl XXVIII Halftime Report, featuring highlights and analysis, and America Online sponsors the game's halftime show, produced by MTV. Details of performers will be announced at a later date, CBS said.

  • Finally, Cadillac is back for the Cadillac Post Game Show.

    Following the Super Bowl programming, CBS will premiere Survivor: All-Stars, featuring 18 former castaways reuniting for a special version of the game.

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