Fox is leveraging other portfolio companies to sell Super Bowl inventory.
Fox is making its Super Bowl TV slots more attractive by bundling Myspace executions and added PR through Ryan Seacrest interviews. We saw this in more limited ways during the last two upfronts (Mostly digital replay bundling), but this is the first major push that incorporates other portfolio companies.
Moving forward we will see an increasing number of deals of this manner as content proliferates and umbrella corps control various brand touch points.
However, for this to work we will need to see less siloing and more collaboration between these entities and also more consolidation of planning on the media buying end.