Go Daddy is among advertisers returning to this year's Super Bowl.(Photo: GoDaddy.com)
The Super Bowl advertising line-up is all but filled.
two 30-second Super Bowl ad slots left to sell -- and those could be
gone at any moment, says John Bogusz, executive vice president of sports
"We're very, very close to being sold out," says Bogusz.
What's more, he assures, with record rates of up to $3.8 million per
30-second slot, CBS will post record Super Bowl ad sales revenue for the
the Facebook era -- with instant messaging and ultra-short clips all
the rage -- marketers appear to be going the opposite direction for the
Big Game. This will be the first Super Bowl that broadcasts three
commercials during the game that each will be longer than one minute.
(CBS declines to name any of the advertisers just yet, but Chrysler has
aired long-form ads during the past two Super Bowls.)
Bowl is still a month away, but with social media as the driver, many
advertisers are well into their marketing mode. Among early trends for
2013's Big Game:
-- Lots of new advertisers. Every year,
new advertisers knock on the door, but they can fare poorly due to
inexperience. SodaStream, which sells home soda-making machines, will
air its first Super Bowl spot in a bid to get consumers more familiar
with its products.
Gildan USA, which is evolving from a maker of
private-label apparel store brands to a national brand, is also making
its first Super Bowl appearance in a racy spot targeting Millennials.
"It's a big step for us," says Rob Packard, vice president of marketing.
-- Lots of repeat advertisers. M&M Mars, Go Daddy
and Volkswagen of America recently announced they're returning. So are a
number of automakers, including Hyundai, Audi and Kia. Ford's Lincoln
Division also will be in the game.
-- Lots of eyebrow raisers. As
always, Super Bowl commercials must be approved by network censors, and
more than one has been sent back by CBS for re-editing, says Bogusz,
who declined to name the advertisers.
But Packard concedes that
Gildan's spot was returned for re-editing. The network felt that the ad,
which features a young woman wearing her boyfriend's T-shirt, showed a
bit "too much leg," says Packard.
-- Lots of longer ads. There
will be more longer-form Super Bowl spots. Besides the three ads that
exceed one minute in length, there also will be several one-minute ads.
Coca-Cola and VW each have 60-second ads planned. Coke will also run a
-- Lots of social media. Coca-Cola won't
say how, but it will expand its social and mobile engagement with a
"unique, one-of-a-kind game experience," says spokeswoman Lauren
-- Lots of surprises. Several big-name
celebrities are expected to be announced in the next few weeks -- some
who will appear for the first time in a Super Bowl ad.