Les Moonves must be high — on football.
The CBS head honcho shocked Madison Avenue last week when he said — half joking, half serious — that his network would seek as much as $6 million for a single Super Bowl spot during next year's 50th anniversary game.
"Five to six million dollars for a 30-second spot sounds pretty good to me," Moonves said Thursday during a call with analysts to discuss quarterly earnings.
"We're going to get north of $5 million for each Super Bowl ad," he said later during the call.
At the midpoint of $5.5 million, that would represent a year-over-year hike of more than 20 percent — the biggest in the history of the game. NBC asked $4.5 million for an ad in this year's Feb. 1 Super Bowl telecast.
The price of a Super Bowl spot has risen 75 percent over the past decade, making it the most expensive ad time on television, according to figures from Kantar Media.
Although Moonves is considered the consummate salesman, ad buyers were left agog at his game plan.
"The NFL marketplace was softer this year than in previous years," said one ad agency executive.
"They've been struggling in the regular season, the playoffs and filling the Super Bowl.
"He can put out whatever number he wants but the marketplace will dictate it."
This year's matchup between the Seattle Seahawks and the New England Patriots garnered a record 114.5 million viewers.
Still, some clients paid far less than the sticker price after NBC compensated them for ratings that fell short of guarantees during the regular season, sources said.
"So Les wants a 30 percent increase? It's not happening. They had to go to the second-tier guys to fill the Super Bowl," said another ad agency executive, referring to a number of new advertisers in this month's game. "I'd be very, very surprised if they get anywhere near $6 million, but there's always one sucker."
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