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
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.