Super Bowl LVI ads sell for record prices

Ads for this year’s Super Bowl have sold out, according to NBC, which will air the game alongside its Olympics coverage on Feb. 13. A few 30-second spots sold for a record $7 million.

Why is it important: The Super Bowl is one of the few major TV events that can still attract large audiences, which makes publicity around the event very valuable.

  • Given the quality of NFL games throughout the regular season, sports executives predict this year’s Super Bowl will be much bigger than last year’s, which saw viewership drop to a 10-year TV trough.
  • The NFL’s 2021 regular season viewership was up 10% from 2020, its highest-rated season average since 2015, according to Nielsen’s ratings.

The big picture: Super Bowl LVI ads are sold on every game unit on NBC, Telemundo and all digital platforms, including Peacock, by NBC. The company said there were a handful of pre-game spots still open.

  • For the first time, Telemundo will broadcast the game, making it the first-ever Spanish-language broadcast network to broadcast the Super Bowl.
  • All of the game’s advertisers will carry Telemundo’s telecast as well as NBC Sports’ streaming assets, including Peacock.

Be smart: The average Super Bowl ad this year would be around $6 million for a 30-second spot, which is a big jump from last year’s Super Bowl, in which 30-second spots soared. averaged around $5.5 million.

  • NBC attributes the jump to increased interest from new advertisers, who account for about 40% of total Super Bowl ads this year, per NBC. There are more than 30 new announcers in this year’s Super Bowl compared to last year’s event.

What to watch: NBC says there has been growth in ads in automotive, technology, entertainment, travel, and health and wellness.

Go further: The NFL has an extraordinary hold on America’s media regime

Disclosure: NBC is an investor in Axios and Satpal Brainch, chief commercial officer of NBCU News Group, is a member of Axios’ board of directors. Additionally, Telemundo and Axios jointly produce the Axios Latino newsletter.

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