Mega-million minutes: the record cost of Super Bowl LIX commercials
Never-before-seen demand has hugely inflated commercial prices for the upcoming Super Bowl.
Reports emerged on Wednesday that at least 10 commercials set for broadcast on Fox during the Super Bowl have sold for $8 million.
Fox CEO Lachlan Murdoch said back in November that commercials had been sold at “record pricing”, and that the numbers increased rapidly as availability went down. ESPN reported that Super Bowl ads “normally increase by about $100,000 each year”, but this year the increase was estimated at around $500,000.
“What was unique to this Super Bowl, or this marketplace, was we had a lot more people that weren’t in the game at all, all of a sudden be like, no, no, I have to get in the game”, Fox Sports EVP/ad sales Mark Evans said.
How much does it cost to buy a slot for a Super Bowl commercial cost?
What’s more, TheWrap were told by one source that “30-second spots for Fox’s pre-game coverage have gone for as much as $4.5 million, compared to $2 million in the past, while 30-second ads for post-game coverage might go for around $4 million, compared to $2.5 million-$3 million previously.”
The last 10 Super Bowls 🏆👀 pic.twitter.com/wo9QWnVSMI
— NFL on CBS 🏈 (@NFLonCBS) January 28, 2025
Ads sold for $8 million despite prices “not at peak”
“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. 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.”
It is reported that 123.7 million people watched the Super Bowl last year and over 115 million viewers watched the last time the event aired on Fox, back in 2023; on that occasion, the network generated around $600 million in advertising revenue.
The 59th Super Bowl will take place on Sunday, February 9, 2025, at 6:30 PM ET at the legendary Caesars Superdome in New Orleans.
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