NBC is officially sold out of commercial time in Super Bowl LVI, the media giant announced this morning, with 30 seconds of airtime fetching as much as $7 million in some instances.
This year’s game will see the resurgence of several key advertising categories that took a back seat in last year’s game amid pandemic uncertainty, including autos and travel, Mark Marshall, president, advertising and partnerships, NBCUniversal, said in a statement. The technology, entertainment and health and wellness categories are also particularly strong.
So far, five automakers have confirmed they will air spots in the game, as well as three auto-related brands like Vroom and Carvana. This is up from three automakers running four ads in 2021. And after the travel category had no representation in last year’s game, this year we will see commercials from Booking.com, Expedia and Turkish Airlines.
See which brands are buying ads in Super Bowl 2022.
There are more than 30 first-time Super Bowl advertisers in this year’s game, according to NBC. That would surpass the 25 newcomers to the game in 2021, which was the most in recent history. These 30 advertisers represent about 40% of all the brands in the Super Bowl this year, according to NBC.
Super Bowl newcomers that have confirmed plans thus far include cryptocurrency brands FTX and Crypto.com, Rakuten, electric vehicle charger brand Wallbox, medtech company Hologic and Irish Spring soap, among others.
For the first time, every in-game advertiser will also have its commercial run across NBCU’s Telemundo Super Bowl telecast, as well as NBC Sports streaming properties, including Peacock.
NBCU has no spots left in its national broadcast on its flagship network, or in the game airing on Telemundo and its digital properties, including Peacock, Marshall said. There are a handful of pre-game spots remaining, the company said in a statement.
A 30-second spot in the Big Game cost advertisers around $6.5 million, according to media buyers, but NBC said multiple spots were sold at $7 million. This would make it the most expensive Super Bowl to date.
In September, NBC had said there were just a handful of Super Bowl spots left, and in July the network group had already sold 85% of its inventory. It is worth noting the last few ad units are typically the hardest to offload.
Last year CBS, which aired the game, said it had sold out of commercial time on Jan. 27, 11 days before the game, which aired on Feb. 7. This year’s match-up between the Cincinnati Bengals and Los Angeles Rams will take place a week later, on Feb. 13.
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