NFL
Fox Sports has announced that it has sold out all advertising slots for Super Bowl LIX
In a surprising announcement, the television network revealed that they had no more available advertising spots for the Super Bowl broadcast in New Orleans.
The sports marketing industry was shaken up in the past few hours when Fox Sports announced that it had sold out its entire advertising inventory for Super Bowl LIX, which will be played in New Orleans, achieving record prices of seven million dollars for 30 seconds of airtime.
This unprecedented success has been driven by two powerful narratives: the Kansas City Chiefs' quest for a three-peat and the comeback of the legendary Tom Brady, now a television analyst. These stories have captured the public’s imagination and have been vital to Fox achieving this milestone ahead of schedule.
Fox Corp., in its recent fiscal first-quarter earnings report, announced that all advertising units for Super Bowl LIX were sold more than three months before the big game. The big game will be played at Caesars Super Dome, the home of the New Orleans Saints.
“We still have a very strong football schedule ahead of us, culminating with our Super Bowl LIX broadcast, which is already sold out and at a record price,” said Fox CEO and Chairman Lachlan Murdoch.
What is the cost of 30 seconds of Super Bowl add time?
Although exact figures have not been revealed, advertising sales have exceeded $7 million for 30 seconds. This price aligns with recent years, demonstrating the NFL’s power to attract the American people.
Super Bowl LVIII set a broadcast record with an average viewership of 123.4 million, and this year is expected to be no different. In February 2023, when Fox last aired the Super Bowl, the network generated nearly $600 million in advertising revenue. Paramount, the parent company of CBS Sports, which aired Super Bowl LVIII, surpassed that mark, though by exactly how much is unclear. key to
The stability of the Super Bowl advertising market, despite the NFL’s unmatched popularity, is due to several factors, including the effects of social media, additional buying requirements most broadcasters impose on brands, and still-rising production costs.
The Chiefs' three-peat narrative has been vital to their advertising sales success. Kansas City, led by Patrick Mahomes, has captured the public’s attention with its dominance on the field and potential to make history. The possibility of them becoming the first team to win three consecutive Super Bowls would be a historic narrative.
During Fox’s fiscal first quarter 2025 earnings call, CEO Lachlan Murdoch announced that the company had sold out its advertising inventory for Super Bowl 59 at record-high prices. Fox was aiming for a minimum of $7 million for a 30-second commercial spot, underscoring the significant value of the event for advertisers.
In addition to the Super Bowl, Murdoch also highlighted other recent successes for Fox Sports, including strong ratings for football and the baseball World Series.
He also noted that the NFL on Fox is off to its best start in five years, with “America’s Game of the Week” averaging about 26 million viewers, including a 28% increase in youth viewership compared to the previous season.
The company has also seen growth at Fox News, a record in political advertising, and accelerated revenue growth at its streaming service, Tubi.
Tubi is expected to surpass $1 billion in revenue this fiscal year, echoing the strength of Fox’s digital strategy.