TruTV has bought an ad in Super Bowl XLIV, touting its series NFL Full Contact, produced by NFL Films.
The spot, created by Grey and featuring Pittsburgh Steelers safety Troy Polamalu, is scheduled to run
in the second quarter, prior to the two-minute warning on CBS's coverage of the NFL's championship game on Feb. 7. Thirty-second spots in Super Bowl XLIV are reportedly selling for $2.5 million to $2.8 million.
Full Contact, which kicks off on TruTV on Feb. 8 at 10 p.m., will give viewers access to what goes on behind the scenes of pro football. In the premiere installment, the series follows the NFL Kickoff game in Pittsburgh in which the defending Super Bowl champion Steelers topped the Tennessee Titans and the league hosted a concert and a series of other events. Subsequent installments will show the NFL Draft, the first game at Cowboys Stadium, the international game at Wembley Stadium between the New England Patriots and the Tampa Bay Buccaneers, and finally the Pro Bowl and Super Bowl, both of which will be held in south Florida this year.
"Clearly, TruTV has arrived and has enjoyed great success in attracting a new, younger audience," said Marc Juris, executive vice president and general manager of TruTV in a statement. "Having an ad in the Super Bowl gives the network the biggest possible platform to show viewers and the advertising community that truTV has emerged as a major player in television."
