In this article, Fox Corp. is experiencing significant success with this year’s Super Bowl. The broadcaster has completely sold out of advertising spots for Super Bowl 59 on Feb. 9, with over 10 commercials selling for $8 million each, as per a knowledgeable source. Fox had announced during its November earnings call that it had sold out of ad spots for the Super Bowl in the fall of 2024, with reports indicating average prices exceeding $7 million per ad.
Fox CEO Lachlan Murdoch mentioned during the November call that they were sold out for the Super Bowl at what they believe to be record pricing. A substantial portion of the ad inventory for the Super Bowl was sold during Fox’s Upfront presentation to investors last spring. As available spots decreased, the price per unit increased significantly, reaching a jump of around $500,000 per spot this year, compared to the usual $100,000 escalation as game day nears.
The high demand for commercial time during the country’s premier live sports event is not surprising, given the shrinking cable TV bundle and the enduring popularity of live sports among audiences, making them highly sought-after programming for advertisers. The Super Bowl continues to draw massive viewership, with last year’s event attracting an estimated 123.7 million viewers across various platforms.
The escalating interest in live sports has led to a surge in pricing and demand for advertising slots, with media giants investing substantial amounts in securing NFL game rights. Mark Evans, Fox Sports’ executive vice president of ad sales, highlighted the enduring appeal of live sporting events as a unifying experience for families and emphasized the ongoing growth potential in this sector.
The advertising market has been rebounding from the pandemic-induced downturn, with traditional media companies holding sports rights and major live programming reaping the most benefits. This year’s Super Bowl, featuring the Kansas City Chiefs against the Philadelphia Eagles, will showcase commercials from a range of industries, including automakers, restaurants, and food and beverage companies, with notable celebrity appearances.
Viewers can expect an uptick in ads from artificial intelligence and pharmaceutical companies, while fewer commercials from streaming services and movie studios are anticipated. Evans mentioned that several advertisers have embraced the creative aspect, leading to an increase in 60-second ads alongside the popular 15- and 30-second spots. Additionally, advertisers will gain more exposure this year as Fox will stream the Super Bowl on its free, ad-supported platform Tubi, offering the same ad load as the broadcast network.
