NFL Gives TV Networks More Ad Time to Sell During Playoffs

The National Football League will allow CBS , NBC and Fox to sell an additional two minutes of commercials during the playoff games leading up to the Super Bowl, according to network and league officials.

That will mean several million dollars of new revenue for the networks, as NFL postseason games are among the most sought-after content for advertisers. A spot usually runs as high as $1 million during the early playoff rounds and can top $2 million for the conference championships that determine who plays in the Super Bowl, network executives said.

The extra ad inventory will be for all the playoff games starting this weekend but doesn’t include the Super Bowl, which will air on ViacomCBS Inc.’s CBS on Feb. 7. CBS is seeking as much as $5.5 million per commercial for the Super Bowl, people with knowledge of the matter have said.

The league agreed to the additional ad inventory after requests from the broadcast networks, which had already sold the bulk of commercial time for the playoffs and wanted to capitalize on strong demand from advertisers.

“The marketplace has been very good,” said John Bogusz, executive vice president of sports sales for CBS. Mr. Bogusz said the network is close to sold out for the playoffs and has a few spots remaining for the Super Bowl.

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