SBD/Issue 241/Sponsorships, Advertising & Marketing

Fox Seeing Unprecedented Super Bowl Ad Sales Ahead Of Season


Fox will be in the "unprecedented position of heading into the regular season with just a handful of Super Bowl spots left to sell," according to sources cited by John Ourand in this week's SPORTSBUSINESS JOURNAL. Sources said that "most of those remaining Super Bowl spots are in the fourth quarter." Fox is getting "around $3 million for a stand-alone 30-second spot, though most of the spots are sold as larger packages." Networks typically go into Super Bowl week with a "few open spots to fill," but this year's Super Bowl ad sales story is "mirroring a regular season that has seen the ad market move faster than ever before, with all of the TV networks reporting sellout levels of around" 95%. Fox would not comment on its Super Bowl sales, but the network said that its regular-season business is "more than 95 percent sold, which is 20 percent above last year’s pace, when networks were selling their NFL games in the middle of the worst recession in generations." Fox Exec VP/Sports Sales Neil Mulcahy: “Sales levels heading into this season, led by a resurgent auto category, have exceeded our best expectations. In addition to autos, we’ve seen year-to-year growth in almost every category we do business with." NBC indicated that its regular season is "more than 95 percent sold, with several of its September games sold out," while CBS noted that it is "more than 90 percent sold." ESPN indicated it has "very few units available for "MNF” and NFL Network's regular season is "more than 90 percent sold, and its live-game schedule doesn’t start until November" (SPORTSBUSINESS JOURNAL, 8/30 issue).

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