Ad executives said unit prices for a 30-second spot for the World Series and playoff games are down 5% to 15% vs. a year ago. That's on par with declines for most other sports, such as football. (See related article, P. 8.)
The drop puts unit pricing in the $250,000 to $285,000 range for a 30-second spot in the World Series games one through five, and somewhat lower for games six and seven. Earlier-round playoff games are being priced at $150,000 to $170,000, according to executives. Fox Sports executives would not comment, but an executive close to Fox said the network was 80% sold out for the World Series and 65% for the playoffs, with prices ranging between $300,000 and $325,000.
"This is just the tip of the iceberg," said Larry Novenstern, exec VP-sales and marketing for Sportvision, a TV technology company, and previously an ad agency buyer of sports programming. Mr. Novenstern believes prices could tumble further.