CBS to Livestream All National Ads for Super Bowl 50 Advertisers

What: For the first time,  CBS will livestream, in near real time, every national ad that runs during Super Bowl 50, which the network will broadcast on Feb. 7.
Why it matters: This will also be the first time livestream advertising is pushed with the linear buy. Last Super Bowl XLIX livestream was watched by 2.5 million unique viewers, a 9% increase from the previous year's game.

q1xoztze_400x400In February, for the first time, Super Bowl audiences will be able to livestream ads during the game, as well as watching them on tv. That’s because CBS will livestream, in near real time, every national ad that runs during Super Bowl 50, which the network will broadcast on Feb. 7.

This will also be the first time livestream advertising is pushed with the linear buy. Super Bowl advertisers, however, have previously been able to purchase ads separately as part of the game's livestream.

This effort will definitely help raising the cost of Super Bowl 50's ads past the US$4.5 million per 30-second spot that NBC charged this year. CBS Corp. is selling spots in the US$4.6 million to US$4.7 million range and only 20 to 25 of the 30-second spots remain for sale.

However, livestreaming ads in near real time might not signify a big change to viewers who already watch many of the ads online leading up to the game. But CBS' big Super Bowl livestreaming move is the latest indication of streaming's increasing importance to the NFL, its fans and advertisers.

This will also be the first time livestream advertising is pushed with the linear buy.NBC's livestream of Super Bowl XLIX this year was watched by 2.5 million unique viewers, a 9 percent increase from the previous year's game.

Following this line, on Oct. 25, Yahoo will host the first-ever livestream of an NFL game, when the Jacksonville Jaguars and Buffalo Bills play in London.


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