February 1, 2010 3:51 PM
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Mancrunch: Too Gay or Too Poor for Super Bowl? CBS Memo Suggests Credit Didn't Check Out
(MoneyWatch) In a letter rejecting Mancrunch.com's Super Bowl ad, CBS* (CBS) suggested that the company was too poor to afford to $3 million fee for 30 seconds of advertising in the Big Game. The note, obtained by BNET, starts by saying that the proposed ad is not within CBS's standards for the Super Bowl. (The ad shows a comical gay kiss.)
But it continues:
(Click to enlarge.) One interpretation of the memo is that Mancrunch's bid to get its ad in the Super Bowl was more about gaining the free publicity it knew would come if CBS rejected the ad than it was about actually trying to air an ad on TV. In other words, because Mancrunch's credit meant it never had a shot of getting a spot aired, the company knew it would be rejected -- thus guaranteeing a media storm. Mancrunch did not immediately respond to a request for comment.
*Disclosure: CBS owns BNET. BNET did not obtain the memo directly from CBS.
But it continues:
Moreover, our Sales Department has had difficulty verifying your organization's credit status.The letter, from Kristen Bartlett, CBS's editor of program practices, leaves open the door for Mancrunch to advertise during different parts of CBS's schedule if the company makes its creative more "acceptable":
Should you wish to explore future buys on the CBS Television Network, the credit issue will have to be clarified.
(Click to enlarge.) One interpretation of the memo is that Mancrunch's bid to get its ad in the Super Bowl was more about gaining the free publicity it knew would come if CBS rejected the ad than it was about actually trying to air an ad on TV. In other words, because Mancrunch's credit meant it never had a shot of getting a spot aired, the company knew it would be rejected -- thus guaranteeing a media storm. Mancrunch did not immediately respond to a request for comment.*Disclosure: CBS owns BNET. BNET did not obtain the memo directly from CBS.
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