The first-ever Super Bowl overtime allowed Fox to run four extra ads and as a result, Fox was able to rake in an additional $16-20 million in cash to what was already an over $400 million haul. Selling ads at a $5 million pricetag per 30 second commercial, Fox announced it had sold out of its inventory just a couple of days before the air date. With the four extra ads, Fox came close to bringing in $500 million in total day advertising according to industry estimates.

And due to that unexpected overtime period, Fox had some spots ready in the cue and was also taking requests in real-time from advertisers who wanted to buy in had the game gone longer. Fox Networks Group vice president of ad sales Bruce Lefkowitz told Advertising Age that he was ready to accept more requests just in case:

“We were also garnering commitments in real time. We would have liked the greatest Super Bowl in history to go on forever, and were prepared if it did.”

Two ads that had appeared earlier in the game (Hulu and Sprint) aired after the overtime coin flip and  two new ads (Proactiv featuring Olivia Munn and SoFi) were broadcast at the end of the game.

It adds to what has been a stellar six months for Fox Sports starting with the Chicago Cubs winning the World Series in seven games which was the most watched MLB game in a quarter-century and now the Patriots winning Super Bowl LI.

[Advertising Age/MediaPost]

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

  • Carter_Burger67

    $500 mil seems like a lot of money. But how much did it cost them to broadcast the game?

    • Respected Citizen

      It’s baked into the contract. Fox pays the NFL $1.1 billion per season.

      So, $3.3 billion for 3 seasons — plus production costs.

      But really, Fox was wasting $5 million every time it promoted a Fox series.

      • Carter_Burger67

        So does Fox pays the production costs, and that comes out of the $500 mil they made. If they are already paying the league $1 billion for the rights alone, they are still in the hole $600 million. And that was my second question, how much did ever promo cost Fox.

        • Respected Citizen

          A Variety article on Friday says Fox had 10 network commercials lined up to air during the game. That’s potentially $50 million.

          I would guess Fox made a billion in ad revenue this season from all the other games. I’ve read the nets pay for production costs with pregame and postgame ad revenue.

  • PAI

    Queue, not cue…

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