Network Turning Its Attention to Digital
Fox has sold out of ad inventory for its broadcast of Super Bowl XLVIII, according to Neil Mulcahy, exec VP-sales, Fox Sports Media. Fox has won north of $4 million per 30-second spot for the 2014 Super Bowl, according to media buyers. CBS averaged between $3.7 million and $3.8 million for the 2013 Super Bowl, with some advertisers paying $4 million.
Mr. Mulcahy said autos and electronics continued to be strong categories for the game. Now Fox is turning its attention to its digital inventory, which Marla Newman, senior VP at Fox Sports Digital Ad Sales, said is moving quickly.
This will be the first streaming Super Bowl for Fox, which will make the game available on FoxSports.com for free. Last year, 10 million people live-streamed the game on CBSSports.com, 3 million of which were not also watching on a TV set, according to CBS.
There are also still opportunities to buy TV time in the pre-game and post-game coverage, Mr. Mulcahy said.
The demand for the Super Bowl continues to be robust as it becomes increasingly difficult to generate mass audiences.
The 2013 Super Bowl on CBS notched an average of 108.4 million viewers, compared with the 111.3 million that NBC averaged with the 2012 Super Bowl. Fox's 2011 broadcast of the game drew an average of 111 million viewers.
Leading up to the game, Fox Sports will take over Time Square in New York City from Monday, Jan. 27, until pre-game on Sunday, Feb. 2.
Source: Ad Age, December 2013
Tango Media Management