NFL fans were treated to an extra dose of football when Super Bowl LVIII went into overtime, resulting in CBS earning a significant amount of additional revenue from the extra advertisements it was able to broadcast during the game.
CBS invested over $2 billion to secure the rights to air NFL games this season, including the highly anticipated Super Bowl LVIII matchup between the San Francisco 49ers and the Kansas City Chiefs in Las Vegas.
The network was able to recoup a substantial portion of its initial investment by charging advertisers a hefty $7 million for a 30-second commercial spot, reaching a staggering 123.7 million viewers who tuned in to watch the game.
All of the advertising slots had been sold prior to the start of the Super Bowl, and according to Sportico, CBS was already projected to earn a staggering $635 million from the commercials scheduled to air during the first four quarters.
However, CBS saw a golden opportunity when the Chiefs and the 49ers ended the game tied at 19 points each, forcing the game into overtime (only the second time in Super Bowl history). The network wasted no time in negotiating with potential advertisers during the closing minutes of the fourth quarter, securing deals to broadcast an additional 10 commercials before the game concluded. Some of these commercials were repeats, while others had already aired before the game started.
As a result of this strategic move, CBS was able to generate nearly $60 million more in revenue than it would have if the game had not gone into overtime, a substantial sum that should not be overlooked.
According to the Source brobible.com