Advertiser Interest In '08 All-Star Game High, Fox Cashing In

The MLB All-Star Game on Tuesday is bringing in record-high ad rates, with Fox expecting to log a complete sell-out well before the game. The average cost for a 30-second spot is coming in at $425,000-450,000, which represents a double-digit increase from last year. Some of the 70 units available for the game are going for as much as $550,000. Chevy is sponsoring the All-Star Game parade, which Fox will air taped from 7:00-8:00pm ET, as well as the pre- and postgame shows. Fox execs credit several factors for the hot marketplace. One is the venue: the last year of the venerable Yankee Stadium. Another is MLB's efforts to get its corporate sponsors to buy into the game. "The All-Star Game is the major event of the summer," said Fox Exec VP/Sports Sales Neil Mulcahy. "Live sports events continue to be the biggest platform for marketers to showcase their brand." Autos, beer, telco, movies, soft drinks and QSRs are the strongest categories (John Ourand, THE DAILY). Mulcahy added that Fox could have already "sold out of its more than 70 in-game units but has held back a few" (MEDIAWEEK.com, 7/9). In N.Y., Holly Sanders reports Fox is getting $150,000 for spots during its coverage of the pregame parade. The "combination of the biggest TV market -- coupled with the chance to see history made at [Yankee Stadium] before the Yankees move to their new home in 2009 -- is proving to be a tremendous draw" (N.Y. POST, 7/10).

A FESTIVE ATMOSPHERE: The HOLLYWOOD REPORTER's Paul Gough notes a pregame ceremony following the parade "will feature the All-Stars and [HOFers] taking the field at their positions." The ceremony "is even grander than what MLB did in 1999 for a ceremony that honored" Baseball HOFer Ted Williams. Baseball HOFer Yogi Berra will join Joe Buck and Tim McCarver in the Fox booth "for at least part of the game" (HOLLYWOOD REPORTER, 7/10)....MLB announced that musician Sheryl Crow will perform the national anthem prior to the game, and Josh Groban will perform “God Bless America” during the 7th inning stretch. In addition, 3 Doors Down will perform a two-song set prior to the State Farm Home Run Derby Monday (MLB).