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Fox seeking at least $7 million for Super Bowl LIX commercial spots

Fox is “seeking additional payments” from potential Super Bowl sponsors who “are not regular buyers with the company”Getty Images

According to Brian Steinberg of VARIETY, Fox “is already making an offer to sell 30-second ads for at least $7 million each for Super Bowl LIX. The price could be “a slightly higher starting point” in negotiations than that of Paramount Global, which broadcast Super Bowl LVIII to a record audience in February and initially asked $6.5 million to $7 million for a “half-minute advertising berth.” Over the past two years, networks that had rights to the Big Game have “sold off most of their commercial inventory much earlier in the process.” CBS was able to ‘declare a sell-off’ in November last year. By September 2022, Fox had “sold 95% of its inventory” for Super Bowl LVII, which aired in 2023. An economic slowdown in the fourth quarter of that year “slowed Fox’s efforts,” although they eventually sold out of stock by February. 2023. One purchasing manager ‘was skeptical’ some advertisers would ‘get involved’ because of the $7 million price tag. But so far, most executives have been “optimistic – especially as the Super Bowl has reached record new audiences in each of its last two performances.” Fox is “seeking additional payments” from potential Super Bowl sponsors who “are not regular buyers with the company” (VARIETY, 4/30).