Fox sells out of Super Bowl XLVIII commercial spots more than 8 weeks before game

Wednesday December 4th, 2013

Jaguar will air its first-ever Super Bowl commercial. Fox Sports said the auto sector made up for declining ad sales in other areas. (Neilson Barnard/Getty Images) Jaguar will air its first-ever Super Bowl commercial in 2014. (Neilson Barnard/Getty Images)

Before Thanksgiving, Fox Sports had already sold its final Super Bowl XLVIII commercial, reports John Ourand of SportsBusiness Daily. 

Last year, CBS Sports announced that it had sold out of spots in January. Fox Sports Media Group Exec VP/Sales Neal Mulcahy said advertisers are convinced the Super Bowl commercials have a good return on investment, despite the high prices.

This year, according to SportsBusiness Daily's sources, advertisers paid upwards of $4 million for one 30-second spot during the game. Some late spots went for $4.5 million.

The network said there are still some spots available to sell during its pregame and postgame shows, which are 50-75% sold. From SportsBusiness Daily's report:

"Having the game in New York -- as big as a spectacle as it's going to be -- drove it to be sold out this early," he said. Mulcahy would not list specific advertisers who bought time, but did say the roster is made up of "lots of the same people who have been there over the last few years."
Fox also sold digital commercials for live stream viewers. Last year, CBS Sports had 10 million live video streams, a figure Fox Sports expects to double.

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