Fox Corp. has hit the jackpot with Super Bowl 59, selling out all ad spots well ahead of the big game on February 9. According to a source familiar with the matter, more than 10 commercials were sold for a staggering $8 million each, a significant jump from previous years.
Fox originally announced during its November 2024 earnings call that Super Bowl ad slots had already sold out in the fall, with average prices exceeding $7 million per spot. CEO Lachlan Murdoch confirmed that the network had achieved record pricing for the event.
Demand Drives Super Bowl Ad Prices Higher
Much of the ad inventory was secured during Fox’s Upfront presentation last spring, but as available slots dwindled, the price per ad skyrocketed. Typically, Super Bowl ad pricing increases by about $100,000 as the game approaches. This year, however, prices surged by $500,000 per spot, reflecting heightened demand.
“There’s an escalation in price and interest in the demand for live sports, but we’re not at its peak. We’ve still got runway for growth,” said Mark Evans, executive vice president of ad sales for Fox Sports.
Live Sports Remain Prime Real Estate for Advertisers
The Super Bowl remains one of the most valuable advertising opportunities in television. Last year’s game on Paramount’s CBS, streaming service Paramount+, and Spanish-language network Univision drew an estimated 123.7 million viewers, according to Nielsen.
When Fox last aired the Super Bowl in 2023, more than 115 million viewers tuned in, underscoring the immense value of live sports for networks and advertisers alike.
“If I learned anything, it’s that we’re in a period where the live sporting event—where people and families come together to watch—is that much more coveted,” Evans said.
What to Expect from This Year’s Super Bowl Ads
Super Bowl 59, which features a rematch between the Kansas City Chiefs and the Philadelphia Eagles, will showcase commercials from familiar players such as automakers, restaurants, and food and beverage brands. However, viewers will also notice an uptick in ads from artificial intelligence and pharmaceutical companies, while ads from streaming services and movie studios will decline.
Advertisers are also investing in longer-form storytelling. This year’s game will feature more 60-second spots in addition to the usual 15- and 30-second commercials.
Fox Expands Reach with Tubi Streaming
For the first time, Fox will air the Super Bowl on its free, ad-supported streaming platform, Tubi, offering advertisers even broader reach. The streaming service will feature the same ad load as the broadcast network, giving brands more exposure for their multi-million-dollar investments.
Conclusion
With Super Bowl ad prices reaching record highs and demand remaining fierce, Fox Corp. is poised for a major financial win. As the landscape of live sports and television advertising evolves, the Super Bowl continues to be the most coveted stage for brands looking to make a lasting impression.
