A word of advice to marketers that still want to buy a spot on the Super Bowl: Think 2013.
The 2012 game is sold out, says Seth Winter, senior vice president of sales and marketing at NBC’s sports group. All of the 30-second slots, which sold for a record $3.5 million, were gone by Thanksgiving, he says.
“We have shattered any recent revenue stories in regards to the Super Bowl,” he says.
Winter says there will be fewer 30-second spots and more “long-form” ads of 60 seconds or more.
Cars rule. Among the most notable, Volkswagen will air one 60-second ad in the third quarter that promotes the 2012 Beetle, says Tim Mahoney, chief marketing officer at Volkswagen of America.
GM is back with five slots, including four for Chevy and one for Cadillac, says Joel Ewanick, GM’s global marketing chief. GM has even talked with other Super Bowl advertisers about its cars showing up in their ads, he says.
Toyota, Hyundai and Kia are returning.
Gannett News Service