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Super Bowl’s ad time is more than half sold

Super Bowl’s ad time is more than half sold

LANGDON BROCKINTON

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CBS has sold more than 50 percent of the in-game advertising time for its Jan. 28 broadcast of Super Bowl XXXV, industry sources said.

OMD USA, the media-buying unit for ad agency Omnicom, is said to have reached an agreement with CBS to buy ad time for several of its clients. OMD clients that traditionally have bought Super Bowl time include Pepsi, Visa and Federal Express Corp. Together, OMD clients have agreed to buy more than 10 in-game commercial spots.

CBS wouldn't comment on its Super Bowl sales efforts.

The network also has sold presenting sponsorships for each segment of its Super Bowl pregame show, set to air from noon to about 6:20 p.m. ET Jan. 28. American General is close to a deal to be presenting sponsor of the 5 to 5:30 p.m. pregame segment, sources said. American General also is poised to renew a deal to be title sponsor of CBS' NFL postgame reports for the 2000-01 regular season and postseason.

Others that have snagged Super Bowl pregame presenting sponsorships include Radio Shack (3 to 4 p.m.) and Zales (4 to 5 p.m.), sources said. Charles Schwab & Co. is the presenting sponsor of the "pre-kickoff" (6 to 6:20 p.m.). Additionally, a couple of undisclosed OMD clients secured pregame sponsorships, sources said.

Among the advertisers on board as in-game players are Anheuser-Busch Cos. and M&M/Mars Inc. MasterCard International is in talks with CBS about a Super Bowl ad buy. And Monster.com is getting close to cutting a Super Bowl deal.

So far — unlike what happened last season — there hasn't been a mad rush from dot.com companies to buy Super Bowl ad time.

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