Bill Shea
Crain's Detroit

Detroit NBC affiliate WDIV-Channel 4 sold the last of its dozen local spots for Sunday’s Super Bowl by the end of last week, said Marla Drutz, the station’s general manager.
NBC last week said it sold its 65 in-game spots to 32 advertisers for a record $206 million, along with another $55 million for pre- and post-game advertising.
Drutz declined to say how much local spots cost. Thirty-second advertisements on the network broadcast cost between $2 million and $3 million, NBC said.
About a dozen spots were $3 million, NBC Universal Sports & Olympics chairman Dick Ebersol said in several trade publication stories.
The dozen spots are the most expensive of the year for WDIV, Drutz said.
Micci Lasser, a senior media buyer at Birmingham-based Brogan & Partners Convergence Marketing, estimated a local 30-second spot probably ran about $20,000. Her agency didn’t have any spots during the game.
The game averaged a 42.1 rating in the Detroit market. Each ratings point is about 20,000 households, meaning the telecast dominated the local market of about 1.9 million households on Sunday.
The local ratings were down slightly from last year’s game between the eventual champion New York Giants and the then-undefeated New England Patriots. That game had a 44 rating locally.
The highest ratings period during Sunday’s game came from 10 p.m. to 10:15 p.m., which was the Pittsburgh Steelers’ game-winning drive in the fourth quarter, Drutz said. That time period was a 48 rating.
“The fact that it was close generated that rating,” she said. “(The Super Bowl) is about as big as it gets in our world.”
The evening’s other local sporting event, the Detroit Pistons’ 90-80 loss to the visiting Cleveland Cavaliers on WXYZ-TV, drew a 7.8 rating, Drutz said.
Super Bowl XL at Ford Field in 2006 drew a 54.5 rating locally, Drutz said, noting that the market that hosts the game typically has a higher rating than the national average.


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