Fox Sports SELLS OUT of Super Bowl LIV ads with 30-second promos going for a record $5.6 million

Fox Sports has already SOLD OUT of Super Bowl LIV ads with 30-second promos going for a record $5.6 million as the network rakes in ‘$400 million’ from sponsors – with Trump’s re-election campaign snapping up a slot

  • Fox Sports has already sold out its advertising inventory for the February 2 game, generating an estimated $400 million with 77 national spots
  • The announcement marks the earliest the game’s advertising space has been completely sold out in years, according to the Sports Business Journal 
  • After buying ad time in Game 7 of the World Series, President Donald Trump’s re-election campaign has now bought one of the 30-second Super Bowl spots
  • It is not known how long Trump’s ad is or how much the spot cost  
  • The price for a 30-second Super Bowl spot was $5.6 million, although some discounts were given for buying in bulk. All but one ad sold for over $5 million
  • Fox Sports has also completely sold its ad inventory for the NFC title game 

Super Bowl LIV is still over two months away, but Fox Sports has already sold out its advertising inventory for the February 2 game in Miami, generating an estimated $400 million with 77 national spots.

The price for a 30-second Super Bowl advertisement was a record $5.6 million, although some discounts were given for buying in bulk. All but one ad sold for over $5 million, according to Winter.

‘I pinch myself because I’ve never seen anything like this,’ Seth Winter, executive vice president for sports sales at Fox Sports, told the Sports Business Journal.

 

Pepsi has traditionally spent big on the Super Bowl, like last year with this Cardi B spot 

After buying ad time from Fox Sports in Game 7 of the World Series (pictured), President Donald Trump's re-election campaign has now agreed to purchase a Super Bowl ad, according to SBJ, but the length and price of the spot remains unknown

After buying ad time from Fox Sports in Game 7 of the World Series (pictured), President Donald Trump’s re-election campaign has now agreed to purchase a Super Bowl ad, according to SBJ, but the length and price of the spot remains unknown

The announcement marks the earliest the game’s advertising space has been completely sold out in years, according to SBJ.  

After buying ad time from Fox Sports in Game 7 of the World Series, President Donald Trump’s re-election campaign has now agreed to purchase a Super Bowl ad, according to SBJ, but the length and price of the spot remains unknown. 

Winter did not make any additional comment about Trump’s advertising plans or those of his Democratic rivals. 

The sale marks the first time in recent memory that a political campaign has bought ad time during the Super Bowl.  

Currently Fox only has pre-game and post-game spots available for purchase.

‘That’s where we have the inventory,’ Winter said. ‘That’s what we’re telling our customers: We’re sold out at the inn. We’re telling people two things. Number one: If they have an interest, we will put them on a waiting list. Number two, we can still deliver a significant rating – 25-30 ratings points – pre- and postgame. Advertisers are now drifting there.’

Fox also announced that it has sold out its advertising allotment for the NFC Championship Game as well.

Fox's broadcast team of Joe Buck (left) and Troy Aikman (right) will handle Super Bowl duties

Fox’s broadcast team of Joe Buck (left) and Troy Aikman (right) will handle Super Bowl duties 

Hard Rock Stadium in Miami Gardens will host Super Bowl LIV on February 2

Hard Rock Stadium in Miami Gardens will host Super Bowl LIV on February 2 

According to Winter, the Super Bowl ad spending spree was the result of a good economy and a fractured media landscape.

‘First and foremost, the economy is healthy; it starts and stops right there,’ Winter said. ‘If the economy weren’t cooperating, it would be an entirely different story.’

The price for a 30-second Super Bowl advertisement was a record $5.6 million, although some discounts were given for buying in bulk. All but one ad sold for over $5 million, according to Fox Sports executive vice president Seth Winter. 'I pinch myself because I've never seen anything like this,' Winter told the Sports Business Journal

The price for a 30-second Super Bowl advertisement was a record $5.6 million, although some discounts were given for buying in bulk. All but one ad sold for over $5 million, according to Fox Sports executive vice president Seth Winter. ‘I pinch myself because I’ve never seen anything like this,’ Winter told the Sports Business Journal

And with ratings dwindling across television, as streaming services continue to poach a larger share of the audience, live sports remains the best way for advertisers to reach large audiences.

‘There’s a dearth of impressions in the network entertainment and cable marketplaces,’ Winter told SBJ. ‘We have impressions available in sports at scale. Live sports is really the last bastion of scale.

Fox has also limited the number of ad breaks in an effort to make the spots at the beginning and end of those breaks more valuable.

This will be the ninth time Fox has broadcast the Super Bowl.

Although Nielsen ratings have dipped somewhat, streaming is accounting for a growing share of recent Super Bowl audiences, which peaked at 172 million U.S. viewers in February of 2017. Last season, Super Bowl LIII was watched by 149 U.S. viewers across all platforms.

‘Clearly the NFL is still the most powerful media platform in all of sports and all of television,’ Winter told Bloomberg. ‘Advertisers have seen the restoration of healthy ratings and an environment that doesn’t create caution on their part, so they’ve dived headfirst into the NFL.’ 

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