The price for 30-second ads during Super Bowl commercial breaks has reached $10 million. This has been confirmed by Mark Marshall, Global President of Advertising and Alliances of the NBCUniversal audiovisual group, over the last few days to different American media. This is the first time that this figure has been reached.
Although the average per spot remains around 8 million dollars, the company has shared that they have sold several advertising spaces worth 10 million dollars, or even more. Last year, when the sporting event was broadcast on Fox properties, the price stood at $8 million.
NBCUniversal began talks with advertisers in late 2024
One of the reasons for the increase is the early start of the sale of advertising space. According to adweekthe station began discussions with advertisers regarding ads for Super Bowl 60 in the fall of 2024. Additionally, Marshall has noted that interest spiked during the summer of last year.
The price of the ads stood at 8 million dollars already in the month of July; and in September it already announced that it had sold the inventory for the sporting event. He did it a month before Fox for Super Bowl 59.
In addition, the success has also extended to the advertising spaces before and after the big game, exceeding 4.5 and 4 million dollars respectively.
Another reason is the celebration of the Winter Olympic Games, which will take place in Milan and Cortina d’Ampezzo starting on February 6, and which will also be offered to American viewers through NBCUniversal. The company has offered advertising space packages to advertisers including both sporting events. Thus, between 70% and 75% of the advertisers that are present at the Super Bowl will also be present at the Winter Olympic Games.
What’s more, the network expects historic audiences in the coming weeks. And it has promoted what it has called “Legendary February”, a special programming that includes the Milano-Cortina Games, the Super Bowl and basketball, with the NBA All-Star Game. The three broadcasts have already sold all of the advertising inventory.
The increase in price is also due to demand, driven by interest in live sporting events. NBCUniversal has not increased the usual number of advertising spaces, which is around 80, which, added to the demand from advertisers, has led to an increase in prices.
This year’s Super Bowl, which pits the Seattle Seahawks and the New England Patriots on Sunday, February 8 in California, will have a special presence from brands in the technology, pharmacy and wellness industry categories, as reported by Blooomberg. In addition, many advertisers will be new, or returning after several years of absence: about 40% did not participate last year.
