The Super Bowl is three months away, but usually by this time, the network airing the Big Game is close to sold out, holding a few ads for last-minute buyers. However, it appears that sales for Super Bowl XLIX are slower than previous years. Last year, Fox was sold out for Super Bowl XLVIII by the first week of December.

Seth Winter, the executive Vice President of Sales and Sales Marketing for NBC Sports Group and NBCUniversal News Group tells Advertising Age that about nine to ten ads remain unsold for the Super Bowl. Winter adds that marketers are waiting to make a commitment to spend $4.5 million pricetag for a 30 second spot.

One of the usual suspects which buys heavily for the game, automakers, have not flocked to the Super Bowl as in the past. When NBC last aired the Big Game, it had sold about 24 car ads for XLVI while it has sold only half that for XLIX.

In addition, ad buying has been slower this season as television ratings have been lower for both broadcast and cable. Advertisers have been holding back their dollars, waiting to see if the numbers rise before buying commercials for the rest of the season. With the market in flux, that has affected how advertisers approach the Super Bowl.

However, it’s not stopping new advertisers from entering the market. Web developer Wix.com bought a 4th quarter ad in hopes it will raise awareness for the company and glue maker Loctite has also bought in for the first time.

Even with the slow market for the Super Bowl, viewers will still see some holdovers including Budweiser, Pepsi and Coke.

It remains to be seen if there will be a last-minute buying frenzy for ads or if NBC will have to sell some inventory at discounted prices. However, there’s no need to feel sorry or weep for the network. It still should make a nice profit on the game when all the pennies and nickels are counted.

[Advertising Age]

About Ken Fang

Ken has been covering the sports media in earnest at his own site, Fang's Bites since May 2007 and at Awful Announcing since March 2013.

He provides a unique perspective having been an award-winning radio news reporter in Providence and having worked in local television.

Fang celebrates the four Boston Red Sox World Championships in the 21st Century, but continues to be a long-suffering Cleveland Browns fan.

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