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CBS, NBC swap Super Bowls, look to boost ad sales opportunities

In a move that will enable them to capitalize on sports sales opportunities across their portfolios, NBC (US) and CBS (US) are changing the rotation for their next round of Super Bowl telecasts.

CBS, which televised the 2019 NFL championship game, was slated to air the 2022 contest, but will now cover the title tilt in 2021. In turn, NBC, which was on the docket for the game in 2021, will now present Super Bowl LVI in 2022.

FOX (US), as scheduled, will televise Super Bowl LIV on Feb. 2, 2020.

With the change, CBS Corp.'s CBS Sports will be able to twin ad sales opportunities for the Super Bowl around the NCAA Division I Men's Basketball Championship in 2021, when the broadcaster will televise the Final Four and tournament championship game. The shift also moves the CBS Super Bowl away from what would be NBCUniversal Media LLC's coverage of the 2022 Winter Olympics.

In 2018, NBCU was able to align sponsors across both marquee events with Super Bowl LII on Feb. 4 that year, producing over $500 million in revenue for NBC, Telemundo (US) and various digital properties, while coverage of the Pyeongchang Games, which began Feb. 8, generated $920 million in national ad sales.

According to a preliminary estimate from media and marketing analysis firm Kantar Media Intelligences Inc., CBS tallied some $450 million around this year's Super Bowl, when spots running within the pregame and postgame coverage are factored into the equation.

Kantar estimated that CBS and Turner Sports combined to record $1.32 billion in national ad sales around the 2018 version of March Madness.