Inside the Super Bowl — Part 3

Ad Spots a Win-Win for Everybody

airing of a Hewlett-Packard commercial that generated a 35.1 average household rating and was seen by 99.5 million people.

D’Ermilio says, Super Bowl inventory is not sold at the Upfront, the February showcase where executives unveil TV schedules to potential advertisers, because ratings are consistently high and does not require a guarantee by the network.

Typically, if a show such as Grey’s Anatomy doesn’t meet or exceed projected ratings estimates, the network has to credit the advertiser, usually in the form of additional commercial time.

All of these factors are working for Fox. D’Ermilio says, “Our Super Bowl ads sold earlier than ever before. In the past, we’ve gone into the week of the game with only a handful left available. This year we’re pleased to say we are completely sold out.”

SUPER BOWL RATINGS 2002-2006

Super Bowl

Season

Date

Network

Rating

Share

NFC Champion

AFC Champion

XLI

2006

Feb 4 2007 *

CBS

42.6

64

Chicago Indianapolis

XL

2005

Feb 5 2006 *

ABC

41.6

62

Seattle Pittsburgh

XXXIX

2004

Feb 6 2005

FOX

41.1

62

Philadelphia New England

XXXVIII

2003

Feb 1 2004

CBS

41.4

63

Carolina New England

XXXVII

2002

Jan 26 2003

ABC

40.7

61

Tampa Bay Oakland

*Super Bowl Winner

HIGHEST RATED SUPER BOWLS

Super Bowl

Season

Date

Network

Rating

Share

NFC Champion

AFC Champion

XVI

1981

Jan 24, 1982

CBS

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