At Least 10 Commercials Sell for $8 Million Each for Super Bowl LIX
At least 10 commercials have sold for $8 million each to air during Super Bowl LIX on Fox, according to multiple reports. Fox had previously reported that it had sold out of ad spots at “record pricing,” with CEO Lachlan Murdoch stating that the price increase was due to a high demand for live sporting events.
The price of a 30-second commercial spot has increased by around $500,000 compared to last year, with a reported $7 million price tag for a 30-second spot last year. The increase in price is attributed to the high demand for live sports, with Fox Sports EVP/ad sales Mark Evans stating that the company is not yet at its peak in terms of pricing.
The mix of ad categories for Super Bowl LIX includes beverages, snacks, tech companies, and telcos, with a focus on AI in more commercials. Pharmaceutical companies are also expected to have a larger presence this year. Movie promos and streamers are down, and automakers are mainly sitting out after a tough year in the sector.
The California wildfires in January made the lead-up to the game less predictable than usual, with State Farm pulling out of its planned advertising to focus on the fires. However, accommodations were made wherever possible, and advertisers are expected to begin releasing their ads in the days ahead of the game.
Some of the first ads to debut include a Budweiser commercial featuring a Clydesdale foal, an Anheuser-Busch commercial starring Willem Dafoe and Catherine O’Hara, and a Hellmann’s commercial bringing back Meg Ryan and Billy Crystal. Teasers have also abounded, including an Uber Eats commercial starring Charli XCX and Martha Stewart, and a Meta commercial starring Chris Hemsworth and Chris Pratt.
Super Bowl LIX will be played at the Caesars Superdome in New Orleans on February 9, with the Philadelphia Eagles facing off against the Kansas City Chiefs.
