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As Super Bowl XLIV nears on Feb. 7, CBS is already “very close to a sellout,” a spokesman for the network, Dana McClintock, said on Tuesday. He declined to specify how much of the estimated 30 to 35 minutes of paid commercial time in the game was still available.
By contrast, at this point in 2009, when NBC was selling spots to be shown during the broadcast of Super Bowl XLIII on Feb. 1, considerably more time remained unsold.
“Last year, time was being sold entering into a recession,” Mr. McClintock said. “This year, it’s being sold apparently coming out of one.”
Another difference is that a year ago, many marketers that bought Super Bowl spots were playing down their participation, fearing that the sour national mood made the usual hoopla seem inappropriate. Now, though, the hyperbole machine is being cranked up by many sponsors as they seek attention for their ad plans.