Super Bowl 59: Fox Corp. Hits the Jackpot with Record-Breaking Ad Sales
As fans gear up for Super Bowl 59 this February 9, 2025, Fox Corporation is making headlines—not just for the anticipated clash between the Kansas City Chiefs and the Philadelphia Eagles, but for its remarkable achievement in the advertising arena. The broadcaster has effectively sold out its advertising inventory for this year’s big game, with more than ten coveted slots fetching an astonishing $8 million each.
A Record-Breaking Year for Ads
Fox reported during its November earnings call that it had sold out of Super Bowl ad spots earlier than ever. CEO Lachlan Murdoch announced, “We’re sold out for the Super Bowl at record — what we believe is record pricing” during the call. Industry insiders had initially suggested average ad prices would exceed $7 million, but the reality has surpassed these predictions significantly.
This year’s Super Bowl pricing has seen an unprecedented surge, with ad costs escalating by approximately $500,000 per unit as the event draws near—a stark contrast to the traditional increments of around $100,000. This climb can be attributed to a dwindling inventory and a robust demand for ad placements during the most-watched sporting event in the United States.
The Power of Live Sports
Live sports continue to dominate as one of the last bastions of traditional broadcast television, drawing huge audiences in an era when viewership for other programming has waned. In 2023, the last Super Bowl aired on Fox, attracting over 115 million viewers. For comparison, last year’s championship game reached 123.7 million across various platforms, including CBS and Paramount+.
Mark Evans, executive vice president of ad sales for Fox Sports, highlighted the evolving landscape of live sports broadcasting. He remarked, “If I learned anything, it’s that we’re in a period now where live sporting events are more coveted. There’s an escalation in price and interest in demand for live sports, but we’re not at its peak. We’ve still got runway for growth.”
This spike in interest bodes well for advertisers. Companies are no longer just looking for visibility but are investing heavily in creatively compelling narratives that resonate with audiences. Evans notes that companies in the artificial intelligence and pharmaceutical sectors are increasingly getting involved, while streaming services and movie studios have notably taken a step back in their ad spending.
Broadening Horizons for Advertisers
What sets this Super Bowl apart from its predecessors is the addition of broadcast options. For the first time, the game will also be available on Fox’s free, ad-supported streaming service Tubi, allowing advertisers to reach a broader audience without additional costs. Tubi will feature the same ad load as the traditional broadcast, giving advertisers an extra platform to showcase their messages.
Expect to see a mix of classic players—automakers, food and beverage brands—alongside innovative newcomers showcasing their products. Viewers will likely notice an increase in 60-second spots, enriching the storytelling and engagement opportunities for brands.
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