Sales of Super Bowl in-game ads are complete with ten days to spare.
Ten days before the Feb. 13th game, NBCUniversal says it has sold its remaining inventory, making as much as $7 million for 30-second ads. That’s a lot more than the $6.5 million top price the company said just two weeks ago. It’s also up 27% from what ViacomCBS paid for its Super Bowl 55 ads last year.
In addition to the main broadcast, Super Bowl ads will also broadcast across NBCUniversal’s Telemundo Super Bowl telecast, as well as Peacock and the other NBC Sports streaming assets, such as NBC Sports Live Extra.
NBCUniversal said it only has “a few” pregame spots left, and they’re all already reserved.
This year, there was growth in the categories of cars, technology, entertainment, travel, and health and wellness than there was in last year’s Super Bowl.
The game will feature more than 30 new advertisers, about 40% of all advertisers. There will be 12 different categories, the strongest being automotive, technology, and travel.
The sellout came at the end of a Super Bowl market that moved much faster than usual. NBCUniversal had already sold 85% of its in-game advertising space by July, seven months before the game.
After four months of silence, NBC finally released a pre-recorded press briefing on Jan. 19 about its Super Bowl 56 ad sales. During the briefing, Dan Lovinger, president, NBC advertising sales and partnerships, said that the game was “virtually sold out.” Still, the company had kept a few units available for sale until the final matchup between the Cincinnati Bengals and Los Angeles Rams was determined.
The strategy seems to have worked, based on the extra money NBCUniversal was able to make.
Before that, NBCUniversal hadn’t said anything about Super Bowl ads since September, when Lovinger told reporters that NBCUniveral only had a few units left, and that they were purposefully holding them back. Since September, media buyers say there has been movement, with brands moving in and out of the game.
As Lovinger moves into his new job, which is all about making money from NBCUniversal’s Olympic and Paralympic interests, he no longer has to deal with the Super Bowl and the rest of the NBC Sports ad portfolio. So Marshall and the rest of the sports team are taking care of the last business for the Super Bowl, with Lovinger’s help.
That $7 million price tag is up 27% from the $5.5 million CBS charged for a Super Bowl 55 ad during the pandemic last February. Fox paid $5.6 million for Super Bowl 54 in 2019. The 2020 figure was a little less than that, though.
A few weeks ago, Lovinger said that the price rises are due to the NFL’s dominance over other types of sports and entertainment programming.
People who didn’t go to last year’s Super Bowl because of the pandemic have returned, as well as new people like people who bet on sports and people who stream videos. And auto, QSR, and beverage will all be big players in this year’s Super Bowl.
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