Despite their pleas of innocence, CBS and MTV (both divisions of Viacom), and the NFL are probably all co—conspirators in the Super Bowl "wardrobe malfunction" incident.  CBS received $2.3 million per 30 second ad during the game. Ad rates for half—time, pre—game, and post—game spots were substantially lower.

By jazzing up the half—time show through an MTV—run series of risqué crotch—grabbing, near—nude dancing performers, CBS was hoping to juice the ratings during half—time, to enable the Super Bowl broadcast network to charge more for halftime ads next year. The Super Bowl is rotated between ABC, CBS and Fox (the three NFL networks) under the current contract, so the real beneficiaries of higher ad rates in the next two years would be other networks.

So who is the real beneficiary? Fox and ABC? I don't think so.

The NFL, which pleads innocence, approved CBS using MTV for halftime.  They could not have expected a wholesome Up With People show.

Since the multi—year NFL contract ($2.2 billion per year from the three networks plus ESPN) comes up for renewal soon, the NFL knows that  if the networks think they can make more money from Super Bowl halftime ads, that might be a reason to bid slightly more for the NFL package. 

With overall NFL ratings flat, the NFL is concerned that the high inflation rates in contract renewals that have occurred in the past, might not occur this time. The NFL was hoping for MTV to spice up half—time, and half—time ratings, thereby spiking future ad rates for half—time, and ultimately the 'take" for each of the NFL's teams from the next TV contract.  This is all about money.

Posted by Richard   02 12 04