Fox Scores Super Bowl XLVIII Sell-Out

Inventory Remains In Stream of NFL Title Tilt, FS1 Ancillary Programming

Super Bowl XLVIII is sold out.

Fox today announced that it all of the commercials within the Feb. 2 telecast of the NFL championship game at MetLife Stadium in New Jersey are accounted for, about one month earlier than CBS attained that sell-through level for the big game in New Orleans last season.

The sports programmer still has inventory within its stream of Super Bowl XVLIII, as well as in its expansive pregame coverage on the broadcast channel and on fledgling national cable network Fox Sports 1.

Super Bowl XLVIII’s advertising lineup features 43 companies that have purchased traditional 30-second and 60-second spots to more long-form 90-second and two-minute formats.  Among the brands that have already announced their plans to run ads in-game: Anheuser-Busch InBev; Butterfinger; Chevrolet; Doritos;; Hyundai; Intuit; Jaguar; Mars; Oikos; PepsiCo Beverages; and Wonderful Pistachios.  Major categories represented in this year’s game include automotive, electronics and package goods.

Pricing was anything but cold, which is the forecast at MetLife Stadium. According to B&C, Fox sold most of the :30s in the Super Bowl for $4 million apiece, with some of the latter buys hitting $4.5 million. Last year, CBS sold most of its spots for just under $4 million.

"The demand for in-game advertising time for Super Bowl XLVIII is actually greater than the supply, which is a terrific problem for us to have,” said Neil Mulcahy, executive vice president, Fox Sports Sales, in a statement. “Fortunately, we have several very attractive, original opportunities on our digital platforms to offer advertisers who want to associate their products with the Super Bowl.  We also have time to offer during the wealth of programs and events on Fox Sports 1 in the run-up to the game, as well as in pregame programming on Super Bowl Sunday.”

Game day coverage begins with Fox Super Bowl Kick-Off (10 a.m. ET to 1 p.m.) on Fox Sports 1 before shifting to Fox for Road to the Super Bowl (1 p.m.-2 p.m.) and Fox Super Bowl Sunday pregame (2 p.m.-6 p.m.). 

Fox Sports 1 is planning daily live events, original shows and studio programs in the week leading up to Super Bowl XLVIII, including the premiere of its first morning show. Details will be announced in the coming weeks.