With the Super Bowl 2020 still more than two months away, Fox Sports has claimed to have sold out entire advertisement inventory for sports’ biggest mega ticket event. The Super Bowl 2020 is scheduled at the Miami Gardens, Florida, on February 2.
“We have sold all of our in-game inventory in the Super Bowl,” Fox’s executive vice president of sports sales Seth Winter has confirmed. “There are a number of advertisers, frankly, who couldn’t land their spots with us because their creative wasn’t ready or because of some indecisiveness, so we are going to go to pre- and post-game inventory to land their units.”
After having achieved its sales targets for the LIVE broadcast, Fox is now charging between $2mn and $3mm for pre- and post-game coverage slots.
There were 77 spots 30-second advertisement spots available during live broadcast of the event and the most precious slots have gone for ₹ 5.6 million. It is first time in the past one decade that the entire Super Bowl LIV broadcast inventory has been sold so early. The achievement for Fox Sports becomes much bigger in wake of the fact that it has been charging between $ 5 mn and $ 5.6 million per spot as against $ 5.1 million to $ 5.3 million, CBS had sought last year.
The average rate for a 30-second Super Bowl in-game ad has increased by nearly 100% over the past decade, even as there has been a consistent decline in the audience. The gross audience for the Super Bowl was reported at 98.2 million last year, this is the first time since 2014 that it’s been below the 100-million magic figure. This was the smallest Super Bowl audience figure since 2008.
CBS last year had declared the complete sell-out of commercial inventory of Super Bowl LIII on the day of the LIVE broadcast of the even on February 3. In 2018, NBC had announced a sell-out 48 hours before the New England Patriots and Philadelphia Eagles squared off in Minneapolis.
Fox is charging more than CBS as because there will be fewer ad breaks – four per quarter rather than five – following a new agreement with the NFL.
CBS had reportedly earned $382m in ad sales for the 2019 Super Bowl, down from $408 mn NBC made a year ago. The figure in 2017 was $419 mn.
Winter added that there will be some “long-form” advertising spots during the Super Bowl which will last longer than a minute.
Fox’s Super Bowl process has been supervised by a new ad-sales team under Winter, who has been an NBC Sports veteran. He brings with him the experience of Olympics and Super Bowls ad spot sales.