For advertisers, the simulcast is an added bonus for core Super Bowl buys, multiple media buyers confirmed. Paramount previously confirmed to Ad Age that the ad placements in the Nick broadcast will mostly mirror those on CBS, with the added option to air different creative in the same slot on Nick.
However, not all Super Bowl advertisers are kid-friendly. Adult categories alcohol and betting and some TV and movie trailers won’t be able to advertise in the Nick game. And some advertisers may choose to opt out of Nick for reasons outside of suitability. Ad Age counted eight national alcohol ad buys and two betting ads during the 2023 Super Bowl. (Ad Age’s definition of a Super Bowl commercial includes all national spots between the coin toss and end of play.)
Advertisers who remain in the CBS broadcast but exit Nick open up additional inventory for the children’s channel. A separate Super Bowl sales team for Nick is out to advertisers, said multiple media buyers. The team is said to be waiting until CBS sales have been finalized in order to know what inventory it has to sell, but unit prices are in the range of $200,000 to $300,000 according to the buyers.
The second media buyer said clients in the fast food, snack food and auto categories have hesitancies marketing to children.
“What is an auto doing targeting 11-year-olds?” said the buyer. “Of course, we do expect there to be some parents that are watching that broadcast, but as we all know, watching a broadcast with 2- to 11-year-olds—you might not be fully tuned into everything.”
The second buyer said demand from clients for the Nick game is mixed, and their investment team has spent the weeks since it was announced discussing how the addition may or may not warrant a pivot for clients’ established Super Bowl strategies. Considerations include whether or not to take the option to air separate creative on Nick and run a separate pre- and post-game campaign on Nick as well as if the Nick audience will be additive to CBS’s broadcast or if its audience count will be those who would have tuned in to CBS anyway. While it is unclear if it’s additive or not, the last NFL simulcast on Nick averaged 3% of the game’s total audience, a source familiar with the game confirmed.
The second buyer also said clients who are barred from advertising in Nick’s Super Bowl or those that choose to opt-out may see the loss as a hit to the value of their buy, and ask to renegotiate initial buys. However, the buyer also noted, “CBS isn’t going to be in the business of giving cash back straight away.”
“The problem is that until creatives are submitted a week or two before the date of the Super Bowl and officially signed off on by the NFL League and each network, nothing’s locked in 100% on Nick,” said the first media buyer. “Once they see the creative, if there’s something alarming in there or something that conflicts with regulations, Nick will have to boot them out of the show flow and that would essentially open up another spot that they could be left to sell with only a week left to the game. Nick is not going to be locked and loaded until very close to game time.”