Kagan: Super Bowl Not So Super For CBS
SNL Kagan says CBS “likely broke even or lost a little money” on its broadcast of the Super Bowl last Sunday. SNL Kagan arrived at that conclusion with some simple arithmetic. CBS, the firm said, took in $240 million in ad revenue from the game and calculated that its production cost and license fees were probably more than that.
About 3 million people watched the CBSSports.com, NFL.com and NFL Mobile from Verizon live stream of the Baltimore Ravens-San Francisco 49ers Super Bowl XLVII matchup, outpacing last year’s 2.1 million and setting a new record for the most-watched sporting event ever online.
CBS failed to capitalize on the promotional muscle of the Super Bowl, as Monday night’s primetime lineup showed very little growth versus the most recent Monday roster of first-run episodes.
In a counterprogramming coup, PBS’s costume drama averages 6.6 million viewers — a mere 102 million fewer than watched the game.
An estimated 108.4 million people watched the Baltimore Ravens’ 34-31 victory over the San Francisco 49ers. The most-watched events in U.S. TV history were last year’s game, seen by 111.3 million, and the 2010 game, with 111 million viewers.
Averages a 48.1 household rating and 71 share on CBS, according to Nielsen metered-market ratings, up 1% over last year and topping 2011’s record.
Exclusives
From social media to interactive smartphone and tablet apps, second screen is expected to play a big role for the biggest game of the year — not just for viewers, but also for the content providers. Here’s a rundown of the top second-screen experiences to watch and enjoy.
All the facts, figures and a few surprises about the big game, which airs Feb. 3. Did you know that just 0.07% tune away during the commercials?
CBS Corp. intends to hitch the wagon of several programs and assets to the grand event that is its Feb. 3 broadcast of Super Bowl XLVII. Not only will the company tie its CBS News and daytime shows to the Super Bowl, but it will also use the girdiron classic to draw attention to its CBS Sports Network cable outlet and a new sports-radio network it recently unveiled.
Toyota said it is returning to the Super Bowl with a commercial featuring Kaley Cuoco, a star of CBS’s hit sitcom The Big Bang Theory.
The Super Bowl is being streamed live online for only the second time. CBSSports.com plans to add social elements and new camera angles to entice even people watching on traditional TV.
As CBS works to sell the last handful of Super Bowl spots, Ad Age is back with its annual guide to advertisers’ plans.
The freshman drama series about Sherlock Holmes starring Jonny Lee Miller as Holmes and Lucy Liu as his sidekick, Dr. Joan Watson, is getting the post-Super Bowl broadcast slot in February.
While the company will still be known as the “Official Tire of the National Football League,” it is shifting its focus from the halftime show it’s sponsored since 2008.
CBS has sold more than 50% of its ad inventory for its 2013 broadcast of Super Bowl XLVII and could reach sell-out levels approaching 80% in the next few weeks, according to John Bogusz, the network’s head of sports ad sales.
