Super Bowl ad packages for NBC.com’s live stream on Sunday are ranging from between $500,000 to more than $1 million, ClickZ News has learned.
“There has been no push back on price,” an NBC Sports spokesperson said. “The reception has been strong because brands are looking to extend their reach across multiple platforms. We wish we had more capacity.”
NBC, a division of Comcast, has increased the number of ad units available for the big game after selling out inventory for the NFL’s wildcard games. Those games, played on Jan. 7., marked the first time pro football playoffs were available in real-time to online and mobile audiences. There will be six to eight advertisers for NBC’s live stream, as the network appears to be still completing online sales.
Comparatively, there will be 70 ad units in the televised game that will feature dozens of brands. The spots reportedly cost $3.5 million per :30. NBC wouldn’t characterize what percentage of the brands have also paid to appear online.
Cord-cutting NBC.com watchers won’t lose out on seeing the TV spots while the game ensues on their computer or phone screen. The television brand’s website will offer on-demand access to Super Bowl XLVI’s ads right after they have aired.
NBC.com’s live stream is U.S.-only. The New York-based media division wouldn’t offer a prediction in terms of traffic numbers, but said live streams for Sunday Night Football games this season have averaged between 200,000 and 300,000 unique visitors. The company said it’s confident the Super Bowl numbers will be north of that range.
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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