Demand from advertisers surrounding this year’s MLB All-Star Game is unusually high.
According to a report by Brian Steinberg in Variety, Fox has completely sold out of advertising inventory for the Midsummer Classic, including inventory reserved for extra innings and pitching changes.
“Sell-out is usually right before the game in July,” Fox Sports ad sales exec Mark Evans told Variety. “We were sold out in the beginning of June – a full month earlier.”
In all, Fox expects to run 80 commercials throughout its broadcast which sold for some of the highest prices on record. The network was reportedly seeking between $750,000 and $800,000 for a 30-second spot during the All-Star Game.
The successful venture could induce Fox to expand its All-Star break portfolio. Earlier this year, the network was reported to have interest in acquiring the Home Run Derby from ESPN after the Worldwide Leader exits its current deal with MLB following this season.
Baseball, generally, has seen a strong season from a ratings perspective, which could explain some of the increased interest from advertisers. But the news could also be one part of a greater trend. Advertisers have been more apt to spend on live sports in recent years as it is some of the only programming available that draws a broadly diverse and large audience. As fewer events are seen as true “needle-movers,” something like the All-Star Game, in an otherwise down time on the sports calendar, can become of increased importance for advertisers.
About Drew Lerner
Drew Lerner is a staff writer for Awful Announcing and an aspiring cable subscriber. He previously covered sports media for Sports Media Watch. Future beat writer for the Oasis reunion tour.