By
Jeanine Poggi
SportsMarketing
Fox is about 90% sold out
of commercial time for Super Bowl LI, according to a person familiar with the
situation.
While some marketers have
raised concerns over the slump in NFL ratings this season, the prospect of a
Cowboys-Patriots Super Bowl is also generating buzz as Super Bowl Sunday on
Feb. 5 approaches. A matchup between the two teams, with huge followings and
arguably just as passionate legions of haters, could trounce existing ratings
records.
Fox is nonetheless pacing
behind where CBS was last year, when network CEO Les Moonves said on Nov. 3
that ad time in Super Bowl 50 was nearly sold out.
More marketers seem to be
delaying decisions to buy, partly in an effort to ensure that they have
creative that will be worthy of such a big stage -- and big price tag. The
network is likely to average over $5 million for 30-second spots in Super Bowl
LI, the person said. Of course, as has been the case with other networks in
recent Super Bowls, Fox is pushing buyers to purchase other inventory along
with Super Bowl ad time.
According to some buyers,
as of last week Fox still had about 17 units left in the game.
One category that we could
see more of in the 2017 Super Bowl is over-the-top streaming TV plans, the
person said. New pay-TV packages from the likes of AT&T, among others,
could use the Super Bowl to promote their services, which target younger
viewers who have either cut the cord or have never signed up for a pay-TV
service.
Fox is also trending ahead
of expectations for its live stream of the Super Bowl, with several marketers
buying spots only in the online stream.
So far, we know Avocados
from Mexico, WeatherTech, Snickers and Kia will return as advertisers in Super
Bowl LI. And Anheuser-Bush InBev will air a Super Bowl ad for its Busch brand
for the first time.
Credit:Ad Age
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