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CBS on Super Bowl Marketing: Go Long

CBS on Super Bowl Marketing: Go Long 1/27/2013 7:00 PM Eastern

For what David Berson calls “the biggest event on the American sports calendar,” CBS Sports Network is going long with its programming and marketing plans around Super Bowl XLVII.

The national cable service will originate six shows and “north of 50 hours of programming” from New Orleans during the week leading up to the NFL championship game on Feb. 3, said Berson, executive vice president of CBS Sports and president of CBS Sports Network. The Super Bowl-themed fare, starting Jan. 28, will be flanked by a multimedia marketing initiative involving promos, affliate cross-channel avails, a network presence in key hotels and billboards in the Big Easy, street teams and social media — all geared toward building awareness for the network inside and outside the Crescent City.

CBS Corp. will supply unprecedented coverage of the big game, marshaling assets in network and local television, radio, cable, premium television and digital in presenting the title tilt from all angles, including entertainment, news and sports.

Berson said CBS Sports Network gets to bookend that wide-scale presentation. “We’re going to kick it off with The Tim Brando Show [simulcast on the cable net] from Radio Row on Monday morning, and the NFL Today crew on Super Bowl Live is going to throw from their post-game coverage on CBS to Elementary,” he explained. “For those who want more football, the show will continue from the Superdome on CBS Sports Network.”

In between, CBSSN will originate three of its regular shows — analysis program NFL Monday QB, talker Rome and late-night entry Lead Off From CBS Super Bowl Park — from Jackson Square, as the French Quarter landmark will serve as CBS’s broadcast center. Super Bowl Live will serve as the cable network’s primetime show, airing Tuesday-Friday from 7 p.m. to 9 p.m. Inside the Super Bowl will air 4-6 p.m. Monday-Friday from Radio Row, with a three-hour Saturday (Feb. 2) edition starting at 11 a.m. from Jackson Square.

Berson said visitors in New Orleans will get a frst-hand look at the way the CBS Sports brand is now doing business.

 “You’re going to see Greg Gumbel hosting our primetime show,” he said. “You’re going to see our Super Bowl announcer team of Jim Nantz and Phil Simms, and the NFL Today studio team of James Brown, Dan Marino, Shannon Sharpe, Boomer Esiason and Coach [Bill] Cowher, on our air. All of the coaches, players and guest analysts will appear on CBS Sports Network shows. It’s the melding of the CBS Sports brand across different platforms, on broadcast, the cable channel, radio and on CBSSports.com.”

Berson called the Super Bowl showcase “one step in the continuing evolution” of CBS Sports Network, but acknowledged it’s a big one. “When CBS purchased [CSTV] in 2006, it was in 13 million homes,” he said. “Since then we’ve changed the name and focus from strictly college sports, added 100 events and are in nearly 50 million homes. We’re going to keep adding more events, more talent, more live studio shows and more analysis. CBS Sports Network will continue to grow.”

 

September