Fox Sells Out Super Bowl Ads: No Crypto, Alcohol Is

Getting a 30 second ad on the biggest ad stage doesn’t come cheap.

PHOENIX. Fox says it sold out all Super Bowl LVII ad space as of late January. There’s a big game on Sunday between the Kansas City Chiefs and the Philadelphia Eagles.

The Super Bowl is the largest advertising platform where advertisers struggle to get their products in front of the more than 100 million people who watch it every year. Mark Evans, executive vice president of advertising sales for Fox Sports, said several commercials cost more than $7 million for a 30-second spot. The best-selling from 6 to 7 million dollars.

Anheuser-Busch remains the largest advertiser with three minutes of national airtime. The beverage giant backed out of its deal to be this year’s exclusive advertiser, so Heineken, Diageo, Remy Martin and Molson Coors are also in the game. Ads for other big categories include packaged food like Doritos and M&Ms, movie studios and streaming services, automakers and tech companies, Evans said. This year: crypto companies.

Last year’s Super Bowl was dubbed the “Crypto Bowl” because four crypto companies – FTX, Coinbase, Crypto.com and eToro – launched spectacular ads. But in November, FTX filed for bankruptcy and its founder was charged with investor fraud.

CONNECTED: Did you scan the QR code on that Super Bowl ad? That’s what it was.

This year, two crypto advertisers had commercials “booked and ready” and two more were “on the verge of one yard,” Evans said. But as soon as the FTX news broke, those deals were not completed.

Now: “There is no representation at all in this category on this day,” he said.

Evans said most of the Super Bowl ads were sold out much earlier than usual, and by the end of the summer over 90% of the Super Bowl’s ad inventory was gone as high-profile advertisers competed for better positions. But other places sold more slowly. This was partly due to the explosion of the crypto space, as well as advertisers’ general concerns about the global economy, according to Evans.

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texasstandard.news contributed to this report.

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