CBS Faces New Super Bowl Ad Plays Thanks to Nickelodeon Simulcast
29.08.2023 - 19:49
/ variety.com
Brian Steinberg Senior TV Editor Selling commercials for the Super Bowl, once one of the least complicated processes in modern media is growing infinitely more complex. In 2024, Paramount Global will air Super Bowl LVIII on CBS and, in a first, on a separate kids-focused broadcast on Nickelodeon. In doing so, the company has created a few new wrinkles that TV networks in charge of televising the game typically don’t have to face.
Ads for beer and gambling — two categories that have become staples of sports advertising — would be wholly inappropriate for a young audience. And some advertisers would be wasting some portion of the millions required to air a Super Bowl commercial if they put the same ad on a kids’ network as they did on the general-audience broadcast on CBS. Some Super Bowl sponsors may opt to “run a different piece of creative if they choose on Nickelodeon,” says John Bogusz, executive vice president of sports sales at CBS, speaking Tuesday during a press event.
He also noted the company would have “to deal with a handful of units” tied to alcohol and wagering that probably could not run on Nickelodeon. “We will figure out in time how we’re going to handle those,” he added, noting that Nickelodeon could fill those slots with promos for its own programming or, possibly, “have a few extra units to sell” that might air specifically on the network. “It’s still a work in progress,” the executive cautioned.
CBS had been seeking at least $6.5 million for a 30-second spot in the 2024 extravaganzas, according to media buyers. Paramount’s new Super Bowl challenge may be faced by others in the very near future. More TV networks are experimenting with so-called “alterna-casts,” or sports telecasts tailored for
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