Super Bowl ads beckon up to $8 million apiece for Fox
Fox Corp. is scoring big this Super Bowl.
The broadcaster has sold out of ad spots for Super Bowl 59 on Feb. 9, and more than 10 of those commercials sold for $8 million apiece, according to a person familiar with the matter.
Fox reported during its November earnings call with investors that it sold out of ad spots for the Super Bowl in the fall of 2024. At the time, media reports pegged average prices at more than $7 million per ad.
'We're sold out for the Super Bowl at record — what we believe [is] a record pricing,' Fox CEO Lachlan Murdoch said on November's call.
Much of the ad inventory for the Super Bowl was sold during Fox's Upfront presentation to investors last spring, and when it became clear that open spots were dwindling, the price of each unit stepped up, said the person familiar with the matter, who spoke on the condition of anonymity to discuss nonpublic matters.
Typically, pricing for Super Bowl ads can escalate by about $100,000 as remaining inventory lessens and game day approaches. This year, the jump in price was closer to $500,000 per spot, the person said.
The voracious appetite for commercial time during the country's biggest live sports event is no surprise, even if the pricing is eye-popping. Live sports continue to beckon the biggest audiences as the cable TV bundle shrinks, making the matches some of the most coveted programming on live TV for advertisers.
Last year, an estimated 123.7 million people watched the Super Bowl, which was aired on Paramount's CBS broadcast network, streaming service Paramount+ and Spanish-language telecaster Univision, among other platforms, according to Nielsen.
In 2023, the last time the Super Bowl aired on Fox, more than 115 million viewers tuned in. These audience sizes are a key reason why media giants have shelled out hefty sums for the rights to NFL games.
'If I learned anything, it's that we're in a period now where the live sporting event, where people and families come together to watch, is that much more coveted,' said Mark Evans, executive vice president of ad sales for Fox Sports. 'There's an escalation in price and interest in the demand for live sports, but we're not at its peak. We've still got runway for growth.'
The advertising market has been improving since its slump during the height of the Covid-19 pandemic. Traditional media companies with sports rights and tentpole live programming are benefiting the most, while advertising for general entertainment programming still lags in comparison.
This year's Super Bowl, which will see the reigning champion Kansas City Chiefs once again take on the Philadelphia Eagles, will have plenty of commercials from the typical players, including automakers, restaurants and food and beverage companies, with lots of familiar celebrity faces, said Evans.
Viewers will notice an increase in ads from companies in the artificial intelligence and pharmaceutical industries, while there will be fewer commercials from streaming services and movie studios, he said.
Evans noted that 'multiple advertisers have fallen in love with the creative,' adding there will be more 60-second ads in addition to the usually popular 15- and 30-second spots.
Advertisers will also get a little more bang for their buck this year. In addition to broadcasting on Fox, the company is also offering the Super Bowl on its free, ad-supported streaming service Tubi for the first time. Tubi will air the same ad load as the broadcast network.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
South Wales Argus
16 minutes ago
- South Wales Argus
UK agrees to check-free land border for Gibraltar but EU controls for flights
The agreement on a 'fluid border' clears the way to finalise a post-Brexit deal on the territory with the EU. But those flying into Gibraltar from the UK will face one check from Gibraltarian officials and another by the Spanish on behalf of the EU. An agreement for the future relationship between the EU and the UK in relation to Gibraltar is now a reality. It is a historic agreement. — Fabian Picardo (@FabianPicardo) June 11, 2025 This is because the land border will allow those arriving by air access to the European Schengen free travel area unchecked once they are in Gibraltar. The UK and Gibraltar insisted the changes would not affect the British overseas territory's sovereignty. The airport will operate under a model similar to London's St Pancras station, where passengers pass through both UK and French passport checks to board international trains. Goods and customs checks will also eventually be removed in both directions under the agreement. The move could also see airlines start to add flights to Gibraltar from countries other than the UK in a boost to tourism. Officials say a hard border would have been introduced under the EU's incoming exit and entry control system if no deal was reached, causing delays for some 15,000 people who cross the border every day as every individual passport was checked. Talks on rules governing the border have been ongoing since Britain left the European Union in 2020. Foreign Secretary David Lammy said the previous Tory government left behind a situation that 'put Gibraltar's economy and way of life under threat'. President of the EU Commission Ursula von der Leyen welcomed the deal (Leon Neal/PA) He said the agreement was a 'breakthrough' after years of uncertainty. He said: 'Alongside the government of Gibraltar, we have reached an agreement which protects British sovereignty, supports Gibraltar's economy and allows businesses to plan for the long-term once again. 'I thank the chief minister and his government for their tireless dedication throughout the negotiations. The UK's commitment to Gibraltar remains as solid as The Rock itself.' Spanish foreign minister Jose Albares said the deal marked 'a new beginning' in the relationship between the UK and Spain. He said that Spain 'will guarantee free movement of people and goods', adding that Gibraltar would now be linked to the Schengen Area with Spanish authorities controlling entry and exit. I have always said nothing about Gibraltar, without Gibraltar. — David Lammy (@DavidLammy) June 11, 2025 President of the EU Commission Ursula von der Leyen welcomed the deal. In a post on X, she said: 'It safeguards the integrity of Schengen and the single market, while ensuring stability, legal certainty and prosperity for the region.' Gibraltar's chief minister Fabian Picardo said the deal would 'protect future generations of British Gibraltarians and does not in any way affect our British sovereignty'. 'Now is the time to look beyond the arguments of the past and towards a time of renewed co-operation and understanding. Now the deal is done, it's time to finalise the treaty,' he said. On Wednesday evening, Sir Keir Starmer spoke with Mr Picardo and thanked him for 'his years of hard work, commitment, and leadership to reach an agreement'. Spanish Prime Minister Pedro Sanchez also had a phone call with Sir Keir, and congratulated the British PM because 'his Government had succeeded where others had failed'. The Conservatives have said they will carefully review the UK's agreement with the EU on Gibraltar's border to see if it crosses any 'red lines' the party set out during its own negotiations when in government. Shadow foreign secretary Priti Patel said: 'Gibraltar is British, and given Labour's record of surrendering our territory and paying for the privilege, we will be reviewing carefully all the details of any agreement that is reached.' Mr Lammy held talks with Gibraltar's leaders, members of the opposition and the business community before leaving the British overseas territory to head to Brussels on Wednesday morning. Gibraltar was ceded to the UK by Spain in 1713 and the population is heavily in favour of remaining a British overseas territory. The last time it voted on a proposal to share sovereignty with Spain, in 2002, almost 99% of Gibraltarians rejected the move. Gibraltar also hosts an RAF base at its airport and an important naval facility.
Glasgow Times
18 minutes ago
- Glasgow Times
UK agrees to check-free land border for Gibraltar but EU controls for flights
The agreement on a 'fluid border' clears the way to finalise a post-Brexit deal on the territory with the EU. But those flying into Gibraltar from the UK will face one check from Gibraltarian officials and another by the Spanish on behalf of the EU. An agreement for the future relationship between the EU and the UK in relation to Gibraltar is now a reality. It is a historic agreement. — Fabian Picardo (@FabianPicardo) June 11, 2025 This is because the land border will allow those arriving by air access to the European Schengen free travel area unchecked once they are in Gibraltar. The UK and Gibraltar insisted the changes would not affect the British overseas territory's sovereignty. The airport will operate under a model similar to London's St Pancras station, where passengers pass through both UK and French passport checks to board international trains. Goods and customs checks will also eventually be removed in both directions under the agreement. The move could also see airlines start to add flights to Gibraltar from countries other than the UK in a boost to tourism. Officials say a hard border would have been introduced under the EU's incoming exit and entry control system if no deal was reached, causing delays for some 15,000 people who cross the border every day as every individual passport was checked. Talks on rules governing the border have been ongoing since Britain left the European Union in 2020. Foreign Secretary David Lammy said the previous Tory government left behind a situation that 'put Gibraltar's economy and way of life under threat'. President of the EU Commission Ursula von der Leyen welcomed the deal (Leon Neal/PA) He said the agreement was a 'breakthrough' after years of uncertainty. He said: 'Alongside the government of Gibraltar, we have reached an agreement which protects British sovereignty, supports Gibraltar's economy and allows businesses to plan for the long-term once again. 'I thank the chief minister and his government for their tireless dedication throughout the negotiations. The UK's commitment to Gibraltar remains as solid as The Rock itself.' Spanish foreign minister Jose Albares said the deal marked 'a new beginning' in the relationship between the UK and Spain. He said that Spain 'will guarantee free movement of people and goods', adding that Gibraltar would now be linked to the Schengen Area with Spanish authorities controlling entry and exit. I have always said nothing about Gibraltar, without Gibraltar. — David Lammy (@DavidLammy) June 11, 2025 President of the EU Commission Ursula von der Leyen welcomed the deal. In a post on X, she said: 'It safeguards the integrity of Schengen and the single market, while ensuring stability, legal certainty and prosperity for the region.' Gibraltar's chief minister Fabian Picardo said the deal would 'protect future generations of British Gibraltarians and does not in any way affect our British sovereignty'. 'Now is the time to look beyond the arguments of the past and towards a time of renewed co-operation and understanding. Now the deal is done, it's time to finalise the treaty,' he said. On Wednesday evening, Sir Keir Starmer spoke with Mr Picardo and thanked him for 'his years of hard work, commitment, and leadership to reach an agreement'. Spanish Prime Minister Pedro Sanchez also had a phone call with Sir Keir, and congratulated the British PM because 'his Government had succeeded where others had failed'. The Conservatives have said they will carefully review the UK's agreement with the EU on Gibraltar's border to see if it crosses any 'red lines' the party set out during its own negotiations when in government. Shadow foreign secretary Priti Patel said: 'Gibraltar is British, and given Labour's record of surrendering our territory and paying for the privilege, we will be reviewing carefully all the details of any agreement that is reached.' Mr Lammy held talks with Gibraltar's leaders, members of the opposition and the business community before leaving the British overseas territory to head to Brussels on Wednesday morning. Gibraltar was ceded to the UK by Spain in 1713 and the population is heavily in favour of remaining a British overseas territory. The last time it voted on a proposal to share sovereignty with Spain, in 2002, almost 99% of Gibraltarians rejected the move. Gibraltar also hosts an RAF base at its airport and an important naval facility.
Leader Live
19 minutes ago
- Leader Live
UK agrees to check-free land border for Gibraltar but EU controls for flights
The agreement on a 'fluid border' clears the way to finalise a post-Brexit deal on the territory with the EU. But those flying into Gibraltar from the UK will face one check from Gibraltarian officials and another by the Spanish on behalf of the EU. An agreement for the future relationship between the EU and the UK in relation to Gibraltar is now a reality. It is a historic agreement. — Fabian Picardo (@FabianPicardo) June 11, 2025 This is because the land border will allow those arriving by air access to the European Schengen free travel area unchecked once they are in Gibraltar. The UK and Gibraltar insisted the changes would not affect the British overseas territory's sovereignty. The airport will operate under a model similar to London's St Pancras station, where passengers pass through both UK and French passport checks to board international trains. Goods and customs checks will also eventually be removed in both directions under the agreement. The move could also see airlines start to add flights to Gibraltar from countries other than the UK in a boost to tourism. Officials say a hard border would have been introduced under the EU's incoming exit and entry control system if no deal was reached, causing delays for some 15,000 people who cross the border every day as every individual passport was checked. Talks on rules governing the border have been ongoing since Britain left the European Union in 2020. Foreign Secretary David Lammy said the previous Tory government left behind a situation that 'put Gibraltar's economy and way of life under threat'. He said the agreement was a 'breakthrough' after years of uncertainty. He said: 'Alongside the government of Gibraltar, we have reached an agreement which protects British sovereignty, supports Gibraltar's economy and allows businesses to plan for the long-term once again. 'I thank the chief minister and his government for their tireless dedication throughout the negotiations. The UK's commitment to Gibraltar remains as solid as The Rock itself.' Spanish foreign minister Jose Albares said the deal marked 'a new beginning' in the relationship between the UK and Spain. He said that Spain 'will guarantee free movement of people and goods', adding that Gibraltar would now be linked to the Schengen Area with Spanish authorities controlling entry and exit. I have always said nothing about Gibraltar, without Gibraltar. — David Lammy (@DavidLammy) June 11, 2025 President of the EU Commission Ursula von der Leyen welcomed the deal. In a post on X, she said: 'It safeguards the integrity of Schengen and the single market, while ensuring stability, legal certainty and prosperity for the region.' Gibraltar's chief minister Fabian Picardo said the deal would 'protect future generations of British Gibraltarians and does not in any way affect our British sovereignty'. 'Now is the time to look beyond the arguments of the past and towards a time of renewed co-operation and understanding. Now the deal is done, it's time to finalise the treaty,' he said. On Wednesday evening, Sir Keir Starmer spoke with Mr Picardo and thanked him for 'his years of hard work, commitment, and leadership to reach an agreement'. Spanish Prime Minister Pedro Sanchez also had a phone call with Sir Keir, and congratulated the British PM because 'his Government had succeeded where others had failed'. The Conservatives have said they will carefully review the UK's agreement with the EU on Gibraltar's border to see if it crosses any 'red lines' the party set out during its own negotiations when in government. Shadow foreign secretary Priti Patel said: 'Gibraltar is British, and given Labour's record of surrendering our territory and paying for the privilege, we will be reviewing carefully all the details of any agreement that is reached.' Mr Lammy held talks with Gibraltar's leaders, members of the opposition and the business community before leaving the British overseas territory to head to Brussels on Wednesday morning. Gibraltar was ceded to the UK by Spain in 1713 and the population is heavily in favour of remaining a British overseas territory. The last time it voted on a proposal to share sovereignty with Spain, in 2002, almost 99% of Gibraltarians rejected the move. Gibraltar also hosts an RAF base at its airport and an important naval facility.
