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NBC's Super Bowl LII coverage: Pink, the National Anthem, and kneeling players

13 January 2018

The troubles facing the NFL over the past season - such as national anthem protests, injuries and declining TV ratings - have not deterred advertising demand for NBC's February 4 telecast of Super Bowl LII. We'd show it. When you're covering a live event, you're covering what's happening.

A 30-second ad during NBC's Super Bowl telecast on February 4 is selling for "north of $5 million", NBC Sports advertising sales chief Dan Lovinger said during a conference call on Thursday, according to the Los Angeles Times.

One fan in particular might be vexed on game day, however. Comcast Corp.'s entertainment division is charging more than $5 million for a 30-second spot during the Super Bowl, in line with the past couple of years.

Lovinger said there were less than 10 spots still available in the Super Bowl LII.

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"All we've seen is enthusiasm for the Super Bowl", Lovinger said. The average game was viewed by 1.6 million fewer people than tuned in past year.

"I think there's a lot of reasons for it", Gaudelli said.

"The Super Bowl sort of transcends sports and even the game itself", he said.

"Most of the seats in most of the stadiums have been sold, but you go to Atlanta, where they just opened up a new stadium". According to Hollywood Reporter, the network affirmed it will provide coverage of kneeling players. The running commentary and sharing of spots on social media have expanded the reach of the high-priced commercials beyond the telecast.

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Advertisers have not expressed any concern about ratings around the Super Bowl, Lovinger said.

For the Super Bowl, on February 4, NBC expects to score a single-day revenue record for any media company, he said.

Ratings for live sports, including the Olympics and pro football, have declined in an era when viewers have so many choices for entertainment, from Snapchat to YouTube.

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NBC's Super Bowl LII coverage: Pink, the National Anthem, and kneeling players