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The landscape of Super Bowl Sunday has evolved from a single network extravaganzas to a broader media company showcase, a trend highlighted in this year’s game-focused activities.
Gone are the days when the hosting network stood alone in the spotlight.
The consolidation of media entities has increasingly led to Super Bowl Sunday becoming an opportunity to feature diverse offerings from corporate siblings. Paramount, in particular, has capitalized on this sea change, presenting an array of programming and broadcasting numerous shows from Las Vegas.
“Maximizing the Super Bowl as the pinnacle of media events is a no-brainer,” said Josh Line, EVP/Chief Brand Officer for Paramount Global. “We’re leveraging this in a way that’s distinctly us.”
CBS Sports chairman Sean McManus, set to retire this April, has been an advocate of the synergistic relationship within Paramount, such as the CBS Sports and Nickelodeon collaboration for NFL content witnessed during this year’s Super Bowl.
CBS Sports’ offering from Las Vegas included multiple sets and was not limited to sports programming alone.
Key shows such as “CBS Mornings,” “The CBS Evening News with Norah O’Donnell,” and “The Talk” were broadcasted from locations overlooking The Bellagio’s iconic fountains. A bevy of other programs, ranging from “The Drew Barrymore Show” to “Entertainment Tonight,” also originated from the strip, where Paramount erected its own mountain replica for the “Expedition Vegas” event at The Mirage.
The effectiveness of the Super Bowl as a launchpad was demonstrated three years ago when Paramount leveraged the event to promote its then-upcoming streaming service, Paramount Plus, which now boasts 63 million subscribers. CBS has also seen a significant uptick in NFL game streaming via Paramount Plus this season, building from the 7 million stream count during last year’s game on Fox.
According to Mike Benson, President and CMO of CBS, the emphasis this year pivots from launching new platforms to highlighting their comprehensive offerings, strengthening their position across both linear and streaming platforms.
Moreover, CBS harnesses Super Bowl Sunday as a promotional springboard for its television season, which is debuting later due to past strikes.
“Tracker,” a new drama securing the post-Super Bowl slot, stands to benefit from the delayed fall TV season, potentially capturing a larger audience due to the proximity of its premiere to Super Bowl promotions.
Andrew Wallenstein, president and chief media analyst of Variety Intelligence Platform, observes that given the series launches are timed closer to the game might actually play into the network’s favor.
With its ad inventory across CBS, Nickelodeon, and streaming avenues fully booked and generating over $500 million, Paramount is in a powerful position despite the uncertain landscape of media consolidation.
Wallenstein foresees other networks with future Super Bowl broadcasts emulating Paramount’s approach in using the event as a stage for corporate siblings rather than the network alone.
This trend is likely to continue as media consolidation advances, resulting in Super Bowl broadcasters reserving more promotional time for diverse corporate offerings.
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AP NFL: https://apnews.com/hub/nfl
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FAQ Section
Q: How has the role of the Super Bowl changed for media companies?
A: The Super Bowl has evolved from showcasing a single network to featuring various programs from corporate siblings within larger media conglomerates.
Q: What initiatives did CBS and Paramount take during this year’s Super Bowl?
A: They utilized multiple sets in Las Vegas for different programming, not just sports, and had shows like “CBS Mornings” and “The Talk” broadcast from there. Paramount Plus promoted its streaming service and reported significant growth in NFL game streaming.
Q: What is the importance of the Super Bowl Sunday for CBS?
A: Super Bowl Sunday acts as a marketing platform for CBS to promote its television season and new shows.
Q: How does the post-Super Bowl TV slot benefit shows like “Tracker”?
A: Shows like “Tracker” benefit from the large audience and heightened exposure that comes with being featured after the Super Bowl.
Q: What are the implications of media consolidation on Super Bowl broadcasting?
A: Media consolidation is leading to more promotional time being reserved for various offerings of the media companies during the Super Bowl, rather than focusing solely on the network that is broadcasting it.
Conclusion
Super Bowl Sunday has become more than just a sports event; it is a strategic medium for comprehensive media promotion. As seen with Paramount’s execution this year, the trend is toward utilizing this large-scale event to highlight various facets of a media company’s portfolio. This approach maximizes viewership and revenue potential across multiple platforms, blending traditional broadcasting with streaming services. With the media landscape continuously consolidating, future Super Bowls are expected to further this trend, providing a broad exposure canvas for media conglomerates.
