Super Bowl Ad Prices Top $8 Million as Surge Fuels Fox Sales
variety.comBrian Steinberg Senior TV Editor Super Bowl LIX is still days away, but someone has already scored a key Big Game touchdown.
Fox Corp. sold at least 10 of the commercials that will appear in its Feb. 9 telecast of the NFL championship between the Kansas City Chiefs and the Philadelphia Eagles for more than $8 million, according to two people familiar with the matter, a new record price for Super Bowl inventory that shows how much more important the event has become to Madison Avenue in the streaming era.
The Super Bowl “is the only place where you can aggregate legitimate scale with one commercial,” says Mark Evans, executive vice president of sales at Fox Sports. “It’s not like any other thing.” Not too long ago, however, it was.
By the end of last decade, the Super Bowl had hit a more fallow period where advertisers gained the upper hand, and the process of selling out all the ad inventory sometimes took until just days before kickoff.
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