Fox has sold 30 second advertising spots for the Super Bowl -- considered a peak event for showcasing commercial creativity -- at up to $US7 million ($A10.1 million) each.
The broadcasters says it has almost sold out for the February National Football League game in Los Angeles which draws an audience of about 100 million.
Mark Evans, executive vice president of sales at Fox Sports, says marketers wanted to make sure they could get what they needed.
Evans: “As we were doing our upfront deals this year, we found that the majority of the marketers that knew they were going to be in the Super Bowl, wanted to make sure that they secured the positions that they needed.
“They tried to use leverage from all the volume that they were buying in the regular season to negotiate the Super Bowl price.”
Last year's Super Bowl generated $434.5 million of in-game ad revenue, second only to the Olympic Games, according to analysis by Kantar.
Kantar's Sports MONITOR’s fan insight service found that the commercials are the third-most popular aspect of watching the big game, ahead of even the halftime show.
According to Kantar research, the 2021 Super Bowl ads delivered an average return on investment (ROI) of $4.60 per dollar spent, with commercials for Mountain Dew, Verizon, T-Mobile, and General Motors achieving the best results.
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