How are commercials given adequate time during a sporting event when any number of unpredictable things may happen to extend or decrease ad time?
I use the Superbowl as an example because its the most famous example and about the only time people pay attention to the commercials. I’ve read that Budweiser has 7 different ads this year. I also know that in the past companies have strategically placed ads during specific quarters. Given how much time and money spent on the typical Superbowl commercial, what happens if there’s an injury and extended time is taken away from the game? Does NBC have backup commercials to run during unexpected times like that? Do companies pay in advance to anticipate such occurences and then get refunded if their commercial doesn’t air? What exactly is the process by which some commercials are given extra playthroughs and others cut? On most shows this probably wouldnt be an issue but the Superbowl is different
They can assure a minimum number because they call TV timeouts if there aren’t enough other opportunities to air commercials. However, I don’t know what happens if they get *more *commercial time than expected.
I believe networks have agreements with the sports associations (PGA, NFL, NBA, etc) that work out the amount of commercial time they’re allowed to take. Obviously, they’ll take it during timeouts, and if you notice during the Super Bowl, they’ll sneak in a couple of :30 ads during lulls in the game, during reviews and such.
If the game runs into overtime, the network arranges for contingency breaks. These are advertisers who have agreed that their commercials may run in extra breaks. The clients may or may not be charged for these spots.
ivylass, who’s worked in broadcasting for 16+ years.
The networks also have a fair amount of their own commercials, advertising upcoming shows on the network. They can plug those in anytime, to fill gaps. But they would obviously prefer to fill them with paying commercials.
I’ll use college basketball, as I know it best.
In each half, there are 4 media time outs (at the first stoppage in play after 16, 12, 8, and 4 minutes remaining) that are guaranteed each half. Each team gets 5 timeouts and will use one in the first half almost all the time, with the other 4 in the second half.
So they have 8 guaranteed timeouts, and 10 others, a few of which they won’t cut away on. But there are generally about 12 slots for commercial breaks during the game, in addition to the stuff at halftime and before the tip.