Fox hikes price on already pricey Super Bowl
Network reportedly asking for $5 million per spot, up sharply from last year
June 10, 2016
Fox is feeling mighty confident about next year’s Super Bowl.
The network is jacking up the price on ads in the big game sharply, to a record $5 million for a 30-second spot, according to reports.
By comparison, last year CBS charged a then-record $4.5 million to $4.7 million.
Most years, networks increase the price of a Super Bowl ad by about $100,000. But its past two turns carrying the big game, Fox has been more aggressive, and probably with good reason.
Sports programming has been the only thing capable of drawing a mass audience on broadcast of late, and nothing is better at it than the Super Bowl, which annually brings in more than 110 million total viewers.
Considering the average audience for a non-sports program this year was barely 5 million viewers, that makes the Super Bowl pretty desirable.
However, media buyers caution this could put a damper on early Super Bowl ad sales, as they try to talk the network down.
It’s possible the $5 million asking price could backfire, but don’t bet on it.
When Fox made an aggressive pricing overture the last time it carried the game, three years ago, it took until right before the Super Bowl to move the final spots in the game, but the network pulled it off. All spots were sold.
Pricing has risen sharply over the past decade. In fact, Kantar Media says that 10 years ago, a Super Bowl ad cost a mere $2.5 million, which looks like a bargain these days.
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