Despite slow economy, Super Bowl ad time almost sold out

Posted Jan 5, 2010 by Walt Belcher

Updated Jan 5, 2010 at 05:33 PM

Despite a slow economy, CBS reports that it has sold 95 percent of the commercial time available during the Feb. 7 Super Bowl.

The 62 slots available have been selling for $2 million to $3 million per 30 seconds. The first half of the game costs more than the second half.

Jo Ann Ross, president of network sales, told USA Today that a sellout is likely.

This is encouraging news for the network because the nation still is climbing out of the economic downturn, and two of the longest-running Super Bowl advertisers — Pepsi-Cola and GM — dropped out of this year’s game.

Once again, Anheuser-Busch is the biggest spender. Coca-Cola also is back. Doritos and CareerBuilder are sponsoring consumer-made ad contests.

Doritos, which will air three amateur-created ads, is offering up to $5 million in cash prizes, including a $1 million bonus each if their ads win the top three slots in USA Today’s annual Super Bowl Ad Meter consumer rating of ads.

Doritos’ entries doubled from last year to 4,000, says Rudy Wilson, marketing vice president. There are entries from two celebrities: former football star Ed “Too Tall” Jones and rapper Flavor Flav.

HomeAway, an online vacation home rental service, spoofs “National Lampoon’s Vacation” (starring Chevy Chase and Beverly D’Angelo) in its first Super Bowl ad.