Prices dropped sharply for late Super Bowl ads

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Super Bowl advertising on CBS was in fire-sale mode late last week, according to marketers who bought into the game at the 11th hour. Prices dropped so much that Universal Pictures made a last-minute decision to buy a 30-second post-game spot for action film "The Fast and the Furious," which ran right before the start of the much-anticipated "Survivor: The Australian Outback.""It wouldn't surprise me if these last-minute buys were significantly below the $2 million mark," said a media agency executive, who purchased a block of the game for a high-profile advertiser. Warner-Lambert Co.'s Dentyne, Motel 6 and IBM Corp. are said to have snapped up bargain spots.

A CBS spokesman acknowledged that advertisers were getting better prices closer to game day. "The remaining inventory was in the fourth quarter," he said, although he denied pricing was as low as advertisers were saying. "We're very satisfied with the outcome."

Copyright January 2001, Crain Communications Inc.

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