Fox sees what Super Bowl advertising prices rise above $ 8 million
Super Bowl Lix is still away for days, but someone has already scored an important touchdown of big game.
Fox Corp. sold at least 10 of the commercials that will appear in his broadcast of 9 February 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 case, a new record Price for Super Bowl inventory that shows how much more important the event has become for Madison Avenue in the streaming era.
The Super Bowl “is the only place where you can collect a legitimate scale with one commercial,” says Mark Evans, Executive Vice President of Sales at FOX Sports. “It’s not like something else.”
Not so long ago it was. Towards the end of the past decade, the Super Bowl had hit a more wasted period in which advertisers got the upper hand, and the process of selling all advertisements sometimes lasted until just a few days before the kick -off. The NFL had increased the inventory for regular season by securing Deals for CBS, then NBC to express ‘Thursday evening football’, which means that advertisers had an abundance of cheaper commercial time during the regular NFL season in hand and could walk more often commercials For a smaller edition of cash.
Now streaming the economy of traditional TV, says Evans, there are only fewer places for large and small marketers to find a large audience, all watch content at the same time. A good piece of TV advertisers take money they would ever have invested in Primetime shows on cable, and even some on broadcast, says Evans and moving money to sport. “The NFL has benefited from this,” he says.
Fox, who started looking for around $ 7 million for 30 seconds from Super Bowl advertisement -time, had removed the majority of his Super Bowl Lix inventory in August. Yet the question continued, even after Fox -CEO Lachlan Murdoch announced during the third quarter investor of the company that all advertisements were sold out. Indeed, the recent forest fires in California have encouraged a group of sponsors to ask for state farm insurance to be released from their deals, according to the person familiar with the business, and FOX could resell their time for higher prices thanks to Intense Interested. Part of that activity may have stimulated part of the hefty $ 8 million-plus pacts.
Even advertisements around the Super Bowl broadcast have become more expensive. Thirty seconds advertising time in Fox’s Late pre-game coverage has gone for no less than $ 4.5 million, according to one of the people who are familiar with the case, merged with $ 2 million in the past. An advertisement of 30 seconds in Fox’s coverage after the game can go for around $ 4 million, this person says, compared to between $ 2.5 million and $ 3 million in the past.
Fox’s last Super Bowl broadcast, in 2023, generated around $ 600 million in total advertising income linked to the main event and the additional programming.
Fox can press some extra commercials in the main event. The NFL, who has the last word about the number of commercial breaks and advertisements in the Super Bowl, agreed to allow the network to allow what is supposed to be more than five as part of “floating” pauses that can do after a time -out come or if a player is injured, or after an unexpected stop to gameplay. Fox and the NFL would share income from those commercials, according to a person who is familiar with the negotiations.
The commercials appear in what the NFL calls ‘Flex Pods’, says Mike North, vice -president of the competition of broadcast planning. These breaks are made to stop gameplay too frequent interruptions, he says. The concept “With this you can take advantage of downtime. If you’re lucky, you come to the fourth quarter and maybe eight minutes in the late match and the only break is when it’s two minutes warning, “he says.” Now we can just play football and let the game continue with quick -fire action And excitement. “
Among the advertisers who announced their presence in the game 2025, Anheuser-Busch Inbev, Pepsico, Ferrara Candy Co.’s nerds, Angel Soft, Squarespace and Stellantis of Georgia-Pacific. Viewers can expect that they will play noticeably fewer car manufacturers this year, says Fox’s Evans, and potentially fewer film studios and streamers.
Fox’s luck with the Super Bowl can continue. NBCUIVERSAL is planned to broadcast the event in 2026 and will probably try to make packages that include the football spectacular, the Winter Olympics and the NBA All-Star game. “I don’t see it slowing down quickly,” says Evans.
