Super Bowl LIX, scheduled for February 9, 2025, is set to break records not just for its nail-biting action on the field but also for the staggering prices of commercial airtime. Fox Corp., the broadcaster of this year’s biggest game, has successfully sold more than 10 commercial slots for upwards of $8 million each. This figure marks a new high watermark for Super Bowl advertising and signals how pivotal the event has become for brands seeking to reach large audiences.
According to sources familiar with the negotiations, the absolute demand for commercial space during the Super Bowl has soared, even exceeding Fox's initial estimates of about $7 million per 30-second ad. Fox CEO Lachlan Murdoch remarked during the company’s earnings call, "We’re sold out for the Super Bowl at record — what we believe [is] a record pricing." This interest is fueled by the appeal of live sports as the industry transitions away from traditional television viewing.
Mark Evans, executive vice president of ad sales for Fox Sports, highlighted, "The NFL has benefitted from [the shift to sports advertising]." Advertisers are increasingly reallociting budgets originally set aside for primetime shows and opting instead for sports, where viewership remains high amid declining audiences elsewhere. The ability to aggregate millions of viewers simultaneously is unmatched, making sports events much more desirable for advertisers.
Last year, Super Bowl LVIII attracted around 123.7 million viewers on various platforms, with the last game featuring the Kansas City Chiefs beating the Philadelphia 49ers pulling over 115 million viewers. With such impressive audience numbers, media stakeholders are willing to pay top dollar for ad placements, reflective of the excitement and consumer engagement these sporting events generate.
Interestingly, as spots became scarce, pricing surged. Reports indicate the cost jumped as much as $500,000 per spot as availability dwindled, compared to the standard escalation of $100,000 typically seen. This spike reflects not just demand but also the powerful allure of the event, which remains the most-watched annual sporting affair.
Fox’s successful sales have also been driven by unique circumstances, including the California wildfires earlier this year, which prompted companies like State Farm to reconsider their commitments. While some brands stepped back, Fox was able to sell these coveted spots for even higher prices due to the intense market interest.
"Winning ads combine viewer likability with brand differentiation," says Charles R. Taylor, professor of marketing at Villanova University. He emphasizes the importance of crafting messages distinctly geared toward the Super Bowl audience. This year, viewers can anticipate seeing ads from both longstanding brands like Anheuser-Busch and PepsiCo and newcomers like Haagen-Dazs and Bosch, diversifying the field of Super Bowl advertisements.
While classic heavy hitters such as autodealers typically dominate the ad spot lineup, there has been noticeable shift this year. Evans foresees "fewer cars and more snacks," reflecting changing consumer preferences and market trends. Brands are strategically leaning toward snacks and ready-to-eat meals, with staples such as Doritos and Ritz featuring prominently. Despite these shifts, Evans noted there's still room for growth, hinting at the continuing evolution of advertising strategies.
This year will also see the promotion of longer 60-second commercials alongside the favored 15 and 30-second formats. The blend of creative and engaging content is key to winning over viewers and ensuring the effectiveness of each advertisement. The unique challenges presented by large audiences prompt brands to think outside traditional advertising strategies.
For the first time, the Super Bowl will be available on Fox’s free streaming service Tubi, allowing even wider access for viewers and advertisers. This bilingual approach aims to engage various demographics and deepen the reach of commercial messages.
Super Bowl LIX is poised to not only entertain but also redefine how brands approach high-stakes advertising. The convergence of sports, entertainment, and advertising creates fertile ground for innovation and investment, presenting unprecedented opportunities for brands to connect with consumers.
Looking forward, it appears the momentum generated by Super Bowl LIX will lead to even higher expectations for future broadcasts. With the advertising market recovering from pandemic-related slumps, major live events like the Super Bowl remain central to advertising strategies. "If there’s one takeaway, it’s the growing importance of live programming," Evans noted, reflecting on the ultimate aim advertisers have: capturing the audience’s sustained attention during significant cultural moments.