The channel that carries the NFL’s Super Bowl game makes millions of dollars in advertisement money. CBS made a bit more than normal in this year’s NFL championship game, though.
Super Bowl LVIII, played between the Kansas City Chiefs and San Francisco 49ers, went to overtime after the Chiefs knocked a field goal through the uprights late in the fourth quarter to knot the game at 19. Overtime was the best thing that could’ve happened for CBS.
CBS prepared for a situation in which the game went to overtime, as their ad sales team filled spots for a potential extra period. The result? Millions more in ad money for CBS.
CBS made $ 60 million in extra ad revenue in the Super Bowl LVIII overtime period.
For the NFL’s broadcast partners, the procedure is fairly straightforward, even if overtime is a relatively uncommon outcome. As CBS was busy selling off its standard in-game units, the network sold anywhere between five and seven contingency slots at a slight discount from its average asking price. (While many of the 30-second spots that were sold in the scatter market earned more than $7 million a pop, the average rate for the full slate of ads worked out to around $6.47 million .) – Sportico