In anticipation of Super Bowl LIX, Fox announced that it has sold out its advertising slots at "record pricing." The event, set to take place on February 9 at the Caesars Superdome in New Orleans, will feature a showdown between the Philadelphia Eagles and the Kansas City Chiefs. The increase in ad prices and the diverse mix of advertisers reflect a changing landscape in Super Bowl advertising.
Fox's recent announcement highlighted a significant shift in advertising dynamics. Last year, a 30-second ad spot cost approximately $7 million. However, this year, at least 10 commercials have reportedly been sold for $8 million each. Traditionally, Super Bowl ad prices increase by about $100,000 annually. This year, the hike was notably closer to $500,000. Advertisers are expected to release their ads in the days leading up to the game.
The Super Bowl remains a coveted event for advertisers, attracting massive audiences. Last year's game garnered around 123.7 million viewers according to Nielsen. In 2023, more than 115 million people tuned in when Fox last aired the event. Mark Evans commented on the enduring appeal of live sports events, stating:
"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," – Mark Evans
This year's advertising landscape for Super Bowl LIX has seen significant changes. State Farm withdrew from its planned advertising campaign to concentrate efforts on the California wildfires that disrupted the lead-up to the game. Additionally, automakers are largely absent after a challenging year, with only Stellantis' Jeep and Ram brands making an appearance.
The variety of ad categories includes beverages, snacks, tech companies, and telecommunications firms. There is a notable increase in commercials focusing on artificial intelligence and a slight rise in pharmaceutical advertisements. However, movie promotions and streaming services have notably decreased their presence.
Mark Evans also noted the dynamic nature of this year's advertising interest:
"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," – Mark Evans
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