CTV sells out the Super Bowl

Labatt returns as the lead sponsor for the big game on Feb. 2, with Ford, McDonald's and Nissan filling the spots for quarter sponsors.

CTV has sold its available national inventory for the upcoming Super Bowl on Feb. 2.

Perry MacDonald, VP of conventional sales at Bell Media, says that the broadcaster has sold the last of its pre-game, in-game and post-game commercial spots.

MacDonald declined to comment on the average rate for Super Bowl spots, but industry estimates peg the in-game rate at around $165,000 per 30-second spot.

Bell Media first started selling sponsorship packages for the Super Bowl at its upfront presentation in June 2013, getting marketers to advertise in regular season and playoff games ahead of the Super Bowl.

Besides getting sponsors to buy into all available inventory, Bell Media also sold more selective Super Bowl pre-game and playoff game packages.

Latecomers could also come in and buy the Super Bowl only.

Labatt Breweries of Canada returns as the presenting sponsor of the Super Bowl on CTV, with Ford of Canada, McDonald’s Restaurants of Canada and Nissan Canada returning as quarter sponsors.

Other key Super Bowl game advertisers include Bell, Bank of Montreal, Disney, H&M, H&R Block, Kia, Mazda, Petro Canada brand, SunCor, Telus and Wonderful Pistachios.

Bell Media also included digital ad sales as, for the second year running, CTV will offer live streaming of the simulcast game in Canada on CTV.ca.

Super Bowl XLVIII is set to feature the AFC Champion Denver Broncos taking on the NFC Champion Seattle Seahawks from MetLife Stadium in East Rutherford, New Jersey.

The CTV telecast will start at noon, followed by six and a half hours of pre-game programming, ahead of the massively watched championship game.

Bell Media will also use the Super Bowl telecast to promote homegrown series like Masterchef Canada, Spun Out, Orphan Black, TradeCentre and The Masters on TSN, and the upcoming Academy Awards telecast.

Last year’s Super Bowl brought in 6.45 million viewers on CTV and was the most mentioned program for the year on social media, with 3.1 million mentions.

NFL photo via Shutterstock

From Playback Daily, with files from Val Maloney