The Daily Gets a Super Bowl Spot but Won't Pay $3 Million
NEW YORK (AdAge.com) -- It's nice to have family. Super Bowl viewers today will see a commercial for The Daily, News Corp.'s new iPad newspaper, but that doesn't mean The Daily is suddenly boosting its $30 million launch cost by another $2.8 million to $3 million -- the price Fox sought for 30 seconds in today's game.
The Daily's Super Bowl debut isn't coming out of the commercial time Fox was selling, according to a person familiar with the situation. The Daily is not just a big priority for News Corp. but also a corporate sibling of Fox. So The Daily's spot will use some of the promotional time accorded Fox to otherwise promote shows such as "Glee," "The Chicago Code" and "Traffic Light."
The Daily's spot will appear during the halftime show, according to AllThingsD's Peter Kafka, who reported The Daily's Super Bowl spot earlier on Sunday. The Daily later confirmed the report with a tweet: "The first app with a #superbowl spot revealed tonight. Can you guess who?"