*More than 90 percent of Super Bowl time sold-source
*Prices running at $3 million on average-source
*Ad sales ahead of last year's pace
By Paul Thomasch
NEW YORK, Sept 15 Fox Broadcasting has sold
more than 90 percent of its Super Bowl advertising time, with
prices running at an average of about $3 million for a
30-second spot, a source familiar with the matter said on
Strong, early sales for the 2011 National Football League
championship game suggest that advertisers are as willing as
ever to pay up for the chance to reach a U.S. television
audience of more than 100 million viewers, despite worries
about the economy and budget constraints.
In describing sales, the source said "just a handful" of
time slots remain for Super Bowl XLV, which will be played on
February 6 in Texas.
A year ago at this time, CBS Corp's (CBS.N) CBS broadcast
network had sold roughly 70 percent of the time it had
available for the 2010 Super Bowl. It eventually sold out, with
prices running at nearly $3 million for a spot.
A spokesman for News Corp's (NWSA.O) Fox declined to
comment on pricing details for the Super Bowl.
Already, one major marketer, PepsiCo Inc (PEP.N), has said
it will run at least six 30-second commercials during the Super
Bowl [ID:nN15136994]. U.S. automaker General Motors Co [GM.UL]
also will return in 2011 after a two-year break to save money.
Coca-Cola Co (KO.N) and beer maker Anheuser-Busch
InBev(ABI.BR) also are typically among the game's biggest
advertisers. Neither one has made public specific plans for the
The CBS broadcast of the 2010 game between the New Orleans
Saints and the Indianapolis Colts attracted more than 106
million U.S. TV viewers, eclipsing the record set in 1983 for
the finale of the TV series "M*A*S*H."
(Reporting by Paul Thomasch; editing by Carol Bishopric)