No Fedor, No Problem: Strikeforce CBS Ads Sold Out

Even without the cachet of the world’s No. 1 heavyweight, commercial spots for CBS’s “Saturday Night Fights” broadcast of Strikeforce “Nashville” have completely sold out, according to Kelly Kahl, executive vice president for primetime programming for the network.

“The more we do this, the more we find that advertisers are becoming increasingly interested,” said Kahl, who noted that Saturday’s spots are booked “heavy” across the movies, DVDs, and video gaming genres. “Every card makes it easier.”

Kahl said the absence of Fedor Emelianenko, who anchored the network’s first Strikeforce broadcast last November, did not slow Saturday’s sales, which will also include commercials for men’s grooming products and automobiles. Under Armour, a performance sports apparel brand that employs UFC welterweight champion Georges St. Pierre as a spokesman, will also make its advertising debut on Saturday, said Kahl.

Aside from ratings, advertising sales are a second way that networks can gauge interest in its programming.

Like November’s show, Kahl said CBS would pay interest to ratings movement in the young male demographics, particularly in the male 18-49 and 18-34 demographics. CBS averages a .7 rating in that demo on Saturdays, its lowpoint of the week, said Kahl.

Compared to the network’s average, Strikeforce “Fedor vs. Rogers” saw gains across the board in those demos last November, up 117 percent in men 25-54, 178 percent in men 18-49 and 283 percent in men 18-34.