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Challenge to the Super Bowl? While broadcast networks have thrown in the towel when it comes to programming against the Super Bowl, most often airing repeats or rerun theatrical movies, cable nets have chosen to air specials this year.
Both Lifetime and Lifetime Movie Network are airing 10 hours of original and theatrical movies during game time, writes Media Life. Lifetime executive vp of research Mike Greco points out that a little more than a third of women 18-49 watching TV that night are not watching the Super Bowl.
Paul Duong, vp of scheduling and research at male-skewing cable channel Speed, says that many men click away at halftime, or they ditch the second half if it is a blowout. Speed plans to run big game counter-programming this year: three mini-marathons featuring the lawnmower racing series Lucas Oil on the Edge, the monster truck series Monster Jams and drag racing series PINKS All Out.
Spike, also targeting men, will air a halftime special called MLE Chowdown Championship: Ham N’ Egg, an eating contest, while Food Network is airing a six-hour special called Food Network Challenge, which follows a wedding cake cook-off.
TNT is airing a marathon of The Closer; TBS is airing chick-flicks like The Wedding Planner and Fools Rush In.
TV One, TLC and Oxygen are all planning counter-game programming, as well.
The final commercial spot during the Feb. 3 telecast of the Super Bowl has been sold, according to sources at Fox (via Mediaweek). Individual 30-second spots went for about $2.7 million, though multi-unit advertisers likely paid less than that. At least one spot went for $3 million.
Movie companies have the most in-game ads.
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