By Ryan Nakashima, Business Writer
LOS ANGELES (AP) --Next year, you won't have to worry about missing the buzziest commercials of the Super Bowl if you can't get to a TV.
In the past, not all advertisers bought online time along with a pricy 30-second spot during the most-watched TV event of the year. That meant online viewers had to go to a Super Bowl ad repository, such as Hulu and YouTube, to watch what they missed on TV. Broadcasters sometimes ran substitute ads online instead.
This time, CBS says it's making all advertisers buy an online spot with their on-air time, so ads seen during the online simulcast will be the same as the ones on TV.
CBS is broadcasting the next Super Bowl, which will be held in Santa Clara, California, on Feb. 7. It's not known whether this policy will continue after that, as CBS rotates the broadcast with Fox and NBC.
The Super Bowl is one of the rare times people watch ads rather than avoid them, as marketers try to reach more than 110 million Americans at once with ads designed to shock or make us laugh. During this year's game, 30-second ads were selling for $4.5 million. CBS is aiming to increase that to $4.7 million, not including what they can get for online playback. CBS wouldn't say how much it gets for online.
As with previous years, the online version will have a slight delay because of the time it takes for the broadcast signal to get converted into computer bits and travel to your device. So when you hear laughter or cheering in the next room, you might want to check your phone, tablet or laptop to watch it when the online video catches up.
Eleanor Adds Director Candice Vernon To Its Roster For Spots and Branded Content
Director Candice Vernon has joined production house Eleanor for U.S. representation spanning commercials and branded content. She has already wrapped several jobs at Eleanor, which waited to announce her until they had a body of work together.
Via Eleanor, Vernon made history as the first Black director on a Febreze commercial. The “Small Spaces” campaign marks a major departure from Febreze’s typical blue-and-white world. The home of the “Revolving Door” commercial is a beautiful array of bold sunset hues, African prints, and African art.
Vernon said, “I asked myself, what feels right to me? What feels new? I wanted to bring an essence of not just Black Americans but the full diaspora. I wanted to make a statement that we’re not a monolith.”
Following the success of the “Small Spaces” campaign, Febreze brought Vernon back for a comedy-infused trifecta exploring the hilarious situations that call for an air freshening hero.
Febreze Brand VP Angelica Matthews said, “About two years ago, we realized the consumers that were the most loyal to Febreze were the African American consumers. And the more we learned, the more we realized the richness that we were really missing. So we said we have to go beyond just Black casting, we need to get Black directors that truly understand the culture that truly understand how to bring authentic performances out on screen. We really looked around the industry and noticed there’s actually a shortage of African American directors who have experience doing commercials. When we all saw Candice’s reel, we could all tell the passion for the craft, passion for really trying to help us from where we are to where we’re trying to go.”
Vernon brings a unique lens to... Read More