Being a Super Bowl advertiser will likely be more expensive than ever for next year’s game, yet based on past history, prospective buyers better get in early while spots are still available … and before the price increases even more.
Variety.com reported several sources with Fox Sports, which will broadcast Super Bowl LIX, have revealed a $7 million starting price for a 30-second spot. That’s up from the $6.47 million average for last year’s game, as reported by Guideline.
However, advertisers who purchased ads earlier last year got better rates than those who waited. CBS aired February’s game, and parent company Paramount Global reported it was “virtually sold out” of commercial spots by the end of October. Advertisers who waited until later were reportedly spending $7 million per spot.
That $6.47 million average price for Super Bowl LVIII represented an 11% increase from 2023, which averaged $5.83 million, per Sportico. That’s one thing everyone can count on with the Super Bowl — the players and teams will change, but the ad prices will continue to climb. For example, 30-second spots for Super Bowl XLII in 2008 cost $3 million; they were $5.5 million by 2020.
Yet despite the increase in prices, the ads continue to sell, and sell fast. The last time Fox carried the game, SB LVII in 2023, it had reportedly sold 95% of its inventory by September.
