This Super Bowl will be the first in which digital extensions are being embraced by all the sponsors, not just a handful. Last year, just 18 of more than 70 Super Bowl advertisers chose to put their commercials online for NBC’s broadcast of Super Bowl XLIX. In selling this year’s game, CBS required all sponsors to run ads in the digital stream as well as the TV broadcast. “The marketplace just accepted us,” said John Bogusz, executive vice president of sports sales and marketing at CBS. “It was not a huge issue. People readily accepted buying both platforms at the same time.”
Source: Super Bowl 50: CBS Tackles Digital Audiences And Live-Streamed Ads | Variety