Streaming Super Bowl Brings Changes for Advertisers, Says Adobe

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On Sunday, CBS Sports will again make the live stream of the Super Bowl freely available to all viewers, with no TV Everywhere authentication required. Besides the network broadcast, people will be able to view the game through Xbox One, Apple TV, Android TV, and Roku apps. Mobile streaming is limited to Verizon Wireless subscribers using the NFL Mobile app. Unlike last year, CBS will stream the ads along with the game.

Research from the Adobe Digital Index (ADI) says this year's Super Bowl will mark a crucial event for advertisers. Over a third of people will watch the game on something other than a traditional TV set, it notes, citing its January survey of 400 U.S. adults who had watched a live sports event in the last year. ADI found that 49 percent of millennials would watch the game on a connected TV, laptop, phone, desktop, gaming console, or tablet. Of those options, connected TV was the most common, with 20 percent saying they would watch on a connected TV. However, the survey didn't ask if connected TV owners would stream the game or simply watch the game on their local CBS broadcast channel, so the percentage of streamers is likely not as great as ADI suggests.

CBS is charging advertisers $5 million for a 30-second spot this year, ADI says. In a first, CBS is selling ads as packages that include streaming. ADI says this is the future of TV ad sales.

“2015 TV and web/mobile ads were sold separately, and, in 2016, they will be combined," says Tamara Gaffney, principal analyst at ADI. "I think we’ll see more publishers and media brands, in general, selling advertising this way.”

For more, see the ADI blog post about its Super Bowl survey data.

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