In this article, Fox Corp. is experiencing significant success leading up to Super Bowl 59. The broadcaster has completely sold out of advertising spots for the event on February 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, “We’re sold out for the Super Bowl at record — what we believe [is] a 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 dwindled, 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 nation’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 approximately 123.7 million viewers tuning in last year when it was broadcast on Paramount’s CBS network, Paramount+ streaming service, and Univision, among other platforms.
In 2023, when Fox last aired the Super Bowl, over 115 million viewers watched the event. These large audience numbers are a primary factor driving media giants to invest substantial amounts in securing NFL game rights. Mark Evans, Fox Sports’ executive vice president of ad sales, emphasized the increasing value of live sports events as a focal point for families and viewers, with room for further growth in demand and pricing.
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 various industries, including automakers, restaurants, and food and beverage companies, with familiar celebrity endorsements.
Notably, there will be a rise in ads from artificial intelligence and pharmaceutical companies, while fewer commercials from streaming services and movie studios are expected. Evans highlighted the appeal of the creative content to multiple advertisers, leading to an increase in 60-second ads alongside the popular 15- and 30-second spots. Additionally, advertisers will gain extra 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.
