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Before this weekend is over, we'll know which teams will be squaring off against each other in Super Bowl LII. But while we're not sure if Tom Brady or Blake Bortles will be under center against the true home team or the Philadelphia Eagles, we do have a pretty good idea what to expect with regard to almost every other aspect of Super Bowl Sunday.

Business as usual

NBC Sports ad sales chief Dan Lovinger last week confirmed that NBC had fewer than 10 spots to sell before the game gets underway in Minneapolis, which if nothing else suggests that going down to the wire is the new normal. (Just a few years ago, Lovinger's predecessor Seth Winter said his sales team had moved the last of its $3.5 million spots shortly after Thanksgiving.) Look for the usual suspects to splash their messages across your flatscreen, including official beer backer Anheuser-Busch InBev, which will hype its Budweiser, Bud Light, Stella Artois and Michelob Ultra brands, as well as perennials like Pepsi and Coca-Cola. "Category-wise it's a fairly traditional mix relative to other Super Bowls," Lovinger said, adding that fans will be treated to the standard run of car, tech, movie, beverage and telco ads. Verizon said Friday that it is back in the game.

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