The World: New York - CBS changes price strategy for Super Bowl ads

CBS, the US TV broadcaster, is to change the way it prices the ad slots for its Super Bowl XLIV broadcast in February.

Rather than approaching media agencies with an average price for a 30-second spot, CBS is instead asking buyers to come to them with ideas for customised packages and with a figure of how much they are willing to pay.

Packages will hinge on factors such as how much ad time is purchased and where they will run in the broadcast.

Last year, due to the economic climate, NBC struggled to sell all of its adspace, which it had set at a fixed price of $3 million per 30-second slot.