30-second ad slots for Super Bowl reported to be selling for $8m-plus in US
30-second ad slots for Super Bowl reported to be selling for $8m-plus in US
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Brands such as Budweiser, Pepsi, Frito-Lay, Taco Bell and Uber Eats will vie to win over the more than 120 million viewers in the US who are expected to tune in for the Super Bowl on 9 February, with adverts selling for millions of dollars. The game, between the Kansas City Chiefs and Philadelphia Eagles, will be broadcast on Fox and livestreamed on Tubi in the US. Demand for ad space was robust this year, said Mark Evans, executive vice president of ad sales for Fox Sports, with ad space selling out in November and a waitlist for marketers ready to take the space of anyone who pulled out.
The high demand seems to have pushed prices to a record, with a few ad spots reportedly selling for $8m-plus for 30 seconds. Fox declined to comment on the specific price tag for 30 seconds, which can vary depending on placement and other factors. But in an earnings call in November, CEO Lachlan Murdoch said ad space had sold out at “record pricing.” Last year, a 30-second spot went for around a reported $7m.
The Super Bowl is a hot ticket for advertisers in the US because it is one of the few live television events that can still consistently draw in huge audiences. Last year, an estimated 123.7 million viewers tuned into the game in the US, according to Nielsen. The relationship between the Kansas City Chiefs’ Travis Kelce and Taylor Swift has helped increase interest in the game among non-sports fans.
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