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The ads for the superbowl 2023 are “over 90 percent sold out” on Fox Sports, beating seasons like Thanksgiving and Christmas.
To date, Fox has already signed advertising deals with 28 sponsors who had not previously purchased commercials during their NFL broadcasts.
This commercial growth for sporting events of the magnitude of the Super Bowl represents $100 million in new seasonal commitments.
The chain designated to transmit the superbowl 2023 is about to score a touch down advertisingsince it almost sells all the commercial spaces available for the great sporting spectacle.
In an interview with Variety, Fox Sports Executive Vice President of Advertising Sales Mark Evans announced that, almost half a year after starting the event, 95 percent of all its advertising inventory (spaces for the transmission of spots) is covered.
“(Advertisers) are looking forward to esports, for sure, but I also think the top marketers who are going to be in the game want to make sure they can secure the position they want. So-called ‘A positions’, or the first ads in commercial breaks, are very limited. It is a perishable product,” said the VP, stating that so far Fox has five slots of 30 seconds or less left to sell.
The touch down Fox Sports ad
Super Bowl LVII is one of the most anticipated events in the world, only comparable to the Qatar 2022 Soccer World Cup, so it is not surprising that the television network has already sold many advertisements for more than 7 million dollars. , which probably represents a record for a spot of only 30 seconds in the game.
And it is that the advertising career in the transmission of the superbowl it is one of the most competitive, expensive and desired for brands, just last year this segment generated about 434.5 million dollars to NBCaccording to a Kantar expense tracker.
However, this next game is considered a true recovery success if it is considered that in the last two years, even with the Covid-19 pandemic, the transmission networks were able to fill their commercial spaces until the last week before the Big Game.
And it is that today marketing experts know that the bet is and will continue to be sporting events that are broadcast live and attract, on many occasions, some of the largest television audiences, since meetings for world events with this they generate crowds and make an advertisement or a campaign more efficient than a common TV commercial.
“Sports led this market. Many of the initial deals in the NFL were made before its traditional entertainment market, which is unique (…) This speaks to the demand for featured events”Evans explains.
The sports sector is a highly demanded industry in a reality where media competition is almost evenly split between comedies, dramas and reality shows, without changing the fast-moving viewer consumption habits in the broadband era, the dynamism and streaming.
So far it is known, for example, that Molson Coors, owner of Miller Lite and Coors Light, has already bought a 30-second spot, while Anheuser-Busch and PepsiCo continue to buy ads in the Super bowl.
The costs of doing business in the superbowl have been the object of study by large companies, since, after all, it must be considered from the advertising space of the television network in charge, as the advertising agency that performs the creative advertisement, the creation of special effects, contracts with celebrities and all the integration of the efforts of marketing supplements at retail outlets and on social media.
“We took advantage of that opportunity,” says Evans. “And since it went public, as you can imagine, many other players who have been looking to get into this game for many, many years have challenged their creative agencies by bringing in some phenomenal creatives to break through and get things done. differently. And it has been a very active category for us”, concludes the Fox executive.
The promise stands out for the latest edition of the superbowl new advertisers and a much larger and more profitable market, so we had to wait what news will be broadcast on February 12 at the State Farm Stadium in Glendale (Arizona).
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