US network NBC has sold out its digital advertising inventory ahead of the first live online streaming of the NFL’s Super Bowl.
SportsBusiness Journal reported that six to eight undisclosed online advertisers bought packages of online inventory ranging from mid-six figures to low-seven figures in price. The network’s online repeats of its Sunday Night Football programme have typically secured between 200,000 and 300,000 unique users, but executives admit they are unsure of the demand for the inaugural streamed Super Bowl, saying that it is “brand new territory.”
NBC Sports digital vice-president and general manager Rick Cordella said: “We think there is a ton of opportunity around the second-screen experience.”
The NFL and NBC agreed in December that this season’s Super Bowl would be streamed live online and to mobile phones for the first time.The NBC Sports online feed will contain alternative views, statistics, in-game highlights and social media integration. The game will also be streamed on NFL.com.
The 2012 Super Bowl will see the New England Patriots face the New York Giants in Indianapolis on Sunday.