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Super Bowl

Fox Sells Out of Super Bowl Ad Time

Network Turning Its Attention to Digital

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Fox has sold out of ad inventory for its broadcast of Super Bowl XLVIII, according to Neil Mulcahy, exec VP-sales, Fox Sports Media.

The upcoming Super Bowl will be played outdoors in New Jersey
The upcoming Super Bowl will be played outdoors in New Jersey Credit: NY/NJ Super Bowl Host Company

Fox has won north of $4 million per 30-second spot for the 2014 Super Bowl, according to media buyers. CBS averaged between $3.7 million and $3.8 million for the 2013 Super Bowl, with some advertisers paying $4 million.

Mr. Mulcahy said autos and electronics continued to be strong categories for the game.

Now Fox is turning its attention to its digital inventory, which Marla Newman, senior VP at Fox Sports Digital Ad Sales, said is moving quickly.

This will be the first streaming Super Bowl for Fox, which will make the game available on FoxSports.com for free. Last year, 10 million people live-streamed the game on CBSSports.com, 3 million of which were not also watching on a TV set, according to CBS.

There are also still opportunities to buy TV time in the pre-game and post-game coverage, Mr. Mulcahy said.

Fox's announcement comes a month earlier than the point last year when CBS announced it had completed sales for the 2013 broadcast. When Fox hosted the game in 2011, it said it had sold out of ad inventory in October.

The demand for the Super Bowl continues to be robust as it becomes increasingly difficult to generate mass audiences.

The 2013 Super Bowl on CBS notched an average of 108.4 million viewers, compared with the 111.3 million that NBC averaged with the 2012 Super Bowl. Fox's 2011 broadcast of the game drew an average of 111 million viewers.

Leading up to the game, Fox Sports will take over Time Square in New York City from Monday, Jan. 27, until pre-game on Sunday, Feb. 2.

Sponsors currently lined up for the 2014 Super Bowl include returning advertisers Anheuser-Busch InBev, PepsiCo, GoDaddy and Hyundai Motor America, which will be joined by newcomers including Jaguar and Intuit.

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