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Jan. 31, 2024
Paramount has Sold All Nickeledeon Super Bowl Commercials
Paramount Global has sold out all commercial inventory associated with an upcoming concurrent broadcast of Super Bowl LVIII slated to screen on Nickelodeon. By: Dylan Low
The NFL Super Bowl which will be majority-seen via its February 11th broadcast on CBS, but Paramount is looking to see if it can increase the event’s audience by featuring a kids-and-family centred edition of the Big Game on Nickelodeon. Most of the commercials to be featured will be the same across CBS, Nickelodeon and Paramount+, in packages priced between $6.5 million and $7 million. However, Super Bowl advertisements such as a bottle of beer, for example, or sports betting or an R-rated movie, are not suited for younger children watching shows like SpongeBob SquarePants and Paw Patrol.
Paramount previously offered the opportunity for advertisers to run different commercials on Nickelodeon, and was prepared to sell multiple units that featured only in the kids-cable feed.
The company anticipates 15 “Nick-only” spots, many from toy marketers, retailers, restaurant chains and manufacturers of consumer-packaged goods. Paramount has been looking for between $200,000 and $300,000 for an independent 30-second Super Bowl spot on Nickelodeon, according to media buyers and other executives familiar with negotiations.
“We have had a number of clients buy the Nickelodeon package, but not be in the linear package on CBS,” stated one media-buying executive with knowledge of recent talks.
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