The most popular ticket on the town for advertisers is officially sold out. Fox said on Monday that in-game ads for Super Bowl LVII have all been sold.
The large game between Kansas City and the Philadelphia Eagles takes place on Sunday.
The Super Bowl is promoting’s biggest stage, with firms jockeying to get their products in front of the greater than 100 million people who watch every year.
Mark Evans, executive vice-president of ad sales for Fox Sports, said a number of ads went for greater than $7 million US for a 30-second spot. Most sold between $6 million and $7 million.
Firms spend tens of millions more to create the ads themselves and book celebrity sponsors.
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A bevy of booze brands can be within the Super Bowl ad lineup this 12 months.
Anheuser-Busch stays the largest advertiser with three minutes of national airtime. The beverage giant, parent of the Bud, Ultra and Busch beer brands, said in June it will end the exclusivity deal it first struck in 1989.
So along with celebrities hawking Budweiser and Michelob Ultra, viewers will see some famous folks touting the qualities of Heineken and Coors, and even suggesting they drink Rémy Martin cognac or Diageo whisky — responsibly, in fact.
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Except for alcohol, big brands — including Pepsi Zero Sugar, Doritos, M&M’s, Google, Downy and Kia — will all be promoting during Super Bowl LVII, which airs Sunday on Fox, and on Canadian networks TSN and CTV.
Viewers in Canada can be unable to see many of the ads — whether or not they’re watching the sport on TSN, CTV or Fox — as a consequence of a Supreme Court of Canada decision in 2019. “Canadian ads will now be broadcast by Canadian channels and likewise shown on [the] Super Bowl American broadcaster,” the Canadian Radio-television and Telecommunications Commission says on its website, noting that almost all of the American ads could be viewed online.
“American ads may also be aired on Canadian channels that hold the broadcasting rights as U.S. firms should purchase promoting time in Canada for this highly watched sporting event.”
‘Zero representation’ of crypto firms
Out this 12 months: crypto firms.
Last 12 months’s Super Bowl was dubbed the “Crypto Bowl” because 4 cryptocurrency firms — FTX, Coinbase, Crypto.com and eToro — ran splashy commercials. It was part of a bigger effort by crypto firms to interrupt into the mainstream with sports sponsorships. But in November, FTX filed for bankruptcy, and its founder was charged in an alleged scheme to defraud investors.
This 12 months, two crypto advertisers had commercials “booked and done” and two others were “on the one-yard line,” Evans said. But once the FTX news broke, those deals weren’t accomplished.
Now, he said, “There’s zero representation in that category on the day in any respect.”
Evans said most Super Bowl ads sold much sooner than usual — with greater than 90 per cent of its ad inventory passed by the tip of the summer, as established advertisers jockeyed for prime positions.
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However the remaining spots sold slower, partly as a consequence of the implosion of the crypto space, in addition to general advertiser concerns concerning the global economy, Evans said.
Last 12 months, NBC sold out of its ad space briskly and said an undisclosed variety of 30-second spots went for $7 million US, a jump from the $6.5 million that 2021’s ads were sold for.
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