"We're very, very close to being sold out," says Bogusz. What's more, he assures, with record rates of up to $3.8 million per 30-second slot, CBS will post record Super Bowl ad sales revenue for the game.
In the Facebook era -- with instant messaging and ultra-short clips all the rage -- marketers appear to be going the opposite direction for the Big Game. This will be the first Super Bowl that broadcasts three commercials during the game that each will be longer than one minute. (CBS declines to name any of the advertisers just yet, but Chrysler has aired long-form ads during the past two Super Bowls.)
The Super Bowl is still a month away, but with social media as the driver, many advertisers are well into their marketing mode. Among early trends for 2013's Big Game:
-- Lots of new advertisers. Every year, new advertisers knock on the door, but they can fare poorly due to inexperience. SodaStream, which sells home soda-making machines, will air its first Super Bowl spot in a bid to get consumers more familiar with its products.
Gildan USA, which is evolving from a maker of private-label apparel store brands to a national brand, is also making its first Super Bowl appearance in a racy spot targeting Millennials. "It's a big step for us," says Rob Packard, vice president of marketing.
-- Lots of repeat advertisers. M&M Mars, Go Daddy and Volkswagen of America recently announced they're returning. So are a number of automakers, including Hyundai, Audi and Kia. Ford's Lincoln Division also will be in the game.
-- Lots of eyebrow raisers. As always, Super Bowl commercials must be approved by network censors, and more than one has been sent back by CBS for re-editing, says Bogusz, who declined to name the advertisers.
But Packard concedes that Gildan's spot was returned for re-editing. The network felt that the ad, which features a young woman wearing her boyfriend's T-shirt, showed a bit "too much leg," says Packard.
-- Lots of longer ads. There will be more longer-form Super Bowl spots. Besides the three ads that exceed one minute in length, there also will be several one-minute ads. Coca-Cola and VW each have 60-second ads planned. Coke will also run a 30-second spot.
-- Lots of social media. Coca-Cola won't say how, but it will expand its social and mobile engagement with a "unique, one-of-a-kind game experience," says spokeswoman Lauren Thompson.
-- Lots of surprises. Several big-name celebrities are expected to be announced in the next few weeks -- some who will appear for the first time in a Super Bowl ad.