Advertisers are blitzing the Super Bowl.
Despite NBC’s efforts to seek a record price tag for commercials in its Big Game broadcast of Super Bowl LVI, slated to air February 13, 2022, at SoFi Stadium in Inglewood, California,. Madison Avenue is rushing to the event. NBC said Thursday that it has already sold 85% of its inventory in the football extravaganza, with media buyers acknowledging the Super Bowl market heated up earlier than many had anticipated.
NBC has insisted on a high price for Super Bowl inventory, asking for between $5.8 million and $6.2 million for a 30-second spot, according to one media buyer with knowledge of negotiations. Another media buyer noted that all of the commercials in the first half of the game have been spoken for in advanced discussions. NBC has also pressed advertisers who want Super Bowl inventory to put a similar amount of money into its coming 2022 broadcast of the Winter Olympics, slated to take place at the same time as the Super Bowl. The combination of the two events, as well as NBC’s Tokyo Olympics, has put pressure on the network, which has a massive amount of high-priced commercial time to sell.
More to come….