Super Bowl

After a 'Long Road,' NBC Sells Out of Super Bowl Ad Time

Acknowledges Effect of 'Challenging Ad Sales Marketplace'

By Published on .

NBC has officially sold out of the Super Bowl.

With the big game just days away, Seth Winter, exec VP-ad sales, NBC Universal News and Sports Group, said the network achieved record volume in ad dollars.

Mr. Winter said NBC was able to maintain "premium pricing," with one 30-second spot costing about $4.5 million.

"Price was never an issue," he said. Mr. Winter said there were about 70 units for sale. (That means there are still a fair number of advertisers yet to be confirmed for our constantly updating, comprehensive chart of who's buying what for the big game.)

Still, he acknowledged it was a long road and that NBC hit a few challenges in selling commercial time in Super Bowl XLIX, which will air from Arizona on Feb. 1.

"It was a challenging ad sales marketplace, I won't diminish that," Mr. Winter said. "This hasn't been the easiest exercise I have been through."

The post-game is sold out and there are just a few spots remaining in the pre-game, Mr. Winter said. NBC's digital stream of the big game is also sold out. Mr. Winter said NBC nearly tripled its digital ad revenue from when it last aired the game in 2012, noting it generated eight figures. There are 18 advertisers in the digital stream.

The last time NBC had the Super Bowl, in 2012, it said it was sold out on Jan. 3. NBC had slightly more inventory to sell this year than in 2012.

Last year Fox said it had sold out of ad time on Dec. 4, but sales were helped by enthuasiasm around the first Super Bowl to be played in the New York region.

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