Name: Super Bowl Ads Sold at Record Prices
Uploaded: 2025-02-03T22:41:55.000Z
Description: If you thought tickets to the Super Bowl were sky high, at just under $8,000 per ticket, according to the sports ticketing giant StubHub, wait until you see the average price for a TV ad for the big game.

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If you thought tickets to the Super Bowl were sky high, at just under $8,000 per ticket, according to the sports ticketing giant StubHub, wait until you see the average price for a TV ad for the big game.

The game between the Philadelphia Eagles and Kansas City Chiefs will be broadcasting on Fox and via the free livestream on Tubi on Feb. 9.

Mark Evans, executive vice president of ad sales for Fox Sports, said that demand for ad space continued to be robust this year, with ad space selling out in November and a waitlist for marketers ready to take the space of anyone who pulled out.

Multiple <a href="https://www.cnbc.com/2025/01/29/fox-super-bowl-ad-price.html">reports</a> last week said a few ad spots were sold at a record $8 million and even $8 million-plus for 30 seconds.

While Fox declines to confirm their specific price tag for 30 second ads at the event, which can vary depending on placement and other factors, Fox CEO Lachlan Murdoch previously said on a November earnings call that “we’re sold out for the Super Bowl at the record—what we believe [is] a record pricing.”

Last year, a 30-second spot went for around a reported $7 million. Fox indicated that advertising prices rose as available ad slots thinned out.

The Super Bowl viewership continues to be attractive to advertisers. In 2024, an estimated 123.7 million people watched the Kansas City Chiefs beat the San Francisco 49ers in overtime.

The year before, 115 million viewers tuned in to watch the first battle between the Chiefs and the Philadelphia Eagles—a match-up that will be repeated on this year's Super Bowl tilt.

Companies will spend more to grab more airtime, as well. This year, viewers can expect to see more 60-second ads, although the more traditional 15-to-30-second commercials will be well represented, Evans <a href="https://www.cnbc.com/2025/01/29/fox-super-bowl-ad-price.html">told</a> CNBC.

The Budweiser 2025 Super Bowl NFL football spot. (Budweiser via AP)

Game viewers can also expect to see corporate brands fight to get their message out.

“Winning ads combine viewer likability with brand differentiation. Research from over 20 years of Super Bowl ads shows that ads liked by viewers and with a clear, unique brand message succeed most,” said Charles R. Taylor, a marketing professor at the Villanova School of Business and the author of the book “Winning the Advertising Game: Lessons From the Super Bowl Ad Champions.”

Familiar names dot the Super Bowl ad calendar, with one notable exception. “[You’ll see] product categories shift, with more snacks and fewer cars,” he noted in a press release.

“Doritos, Ritz, Pringles, Reese's, and Mountain Dew are among the many snack and beverage brands featured. Jeep is the only confirmed auto advertiser so far,” he said.

The LA wildfires will also keep one Super Bowl brand mainstay away.

“State Farm's decision to sit out the Super Bowl is calculated,” Taylor said. “After last year's standout ad featuring Arnold Schwarzenegger, State Farm opted out due to sensitivities around California wildfires and insurance controversies.”

Some newer advertising names will break through on Super Sunday, too.

“Fresh entrants like Bosch, Haagen Dazs, and Instacart aim to build awareness with the Super Bowl's massive reach,” Taylor added.

Big Super Bowl advertisers know what they’re doing, as consumers seemingly respond to the ads viscerally and financially.

Exhibit “A” is snack food sales, totaling $670 million during Super Bowl Week 2024, <a href="https://snacintl.org/2025/01/30/super-bowl-week-2024/">according</a> to Circana and SNAC International data. The report added that 107 million pounds of snacks were consumed during that time, which equals over 15 million Lombardi Trophies.

Evans added that this year, AI commercials will have a greater presence alongside the usual suspects like pharmaceutical companies, snack foods, and telcos.

<em>The Associated Press contributed to this report.</em>

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