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Fox said it expects to get the highest prices ever for its commercials in this season's Super Bowl. Speaking on Fox’s earnings conference call with analysts Wednesday, CEO Lachlan Murdoch said that “we’re confident pricing will certainly be the highest cost per 30 second spot of any Super Bowl.” ...

‘A’ positions sold out

Fox said it expects to get the highest prices ever for its commercials in this season's Super Bowl.

Speaking on Fox’s earnings conference call with analysts Wednesday, CEO Lachlan Murdoch said that “we’re confident pricing will certainly be the highest cost per 30 second spot of any Super Bowl.”

Prices for Super Bowl spots have been well in excess of $5 million in recent years.

Related: CBS, NBC Agree to Swap Super Bowls

Murdoch said sales are pacing “well ahead” of three year ago when Fox last had the Super Bowl and that all of the commercials in “A” positions are sold out. The “A” position is the first spot in a commercial pod.

Overall, Murdoch said the advertising market was strong, with scatter prices spiking as high as 25% over upfront pricing.

Categories that are spending money with Fox include the companies engaging in the streaming wars, tech companies, pharmaceutical marketers and financial services companies led by insurance companies such as GEICO, Progressive and State Farm.

Related: Super Bowl Will Have Fewer, Longer Ad Breaks

He said that the market for entertainment and sports was stronger than for news. He said that prices were soft because of ratings weakness as Fox’s competitors and that those competitors were accepting pricing lower than Fox would be willing to agree to.


Read full article on Broadcasting & Cable



About WVBA

The West Virginia Broadcasters Association has been representing and serving West Virginia commercial radio and television stations since 1946. We are a member-driven trade association that provides unequaled service and value to stations throughout the state. 

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The 2024 NAB State Leadership Conference will feature a robust program where broadcasters from all over the United States and Puerto Rico will hear from prominent policymakers and industry leaders, as well as meet with their legislators to discuss key issues affecting the industry. The conference is also a great opportunity to network with fellow broadcasters from across the country.

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