The price for 30 seconds of ad time on Tubi started at $1 million, with some deals ending up at $2 million as buyers rushed to grab units, according to the buyers. They noted flexibility to buy 15-second units for half the cost, and added that in addition to the unit price, Fox asked for an additional spend of $500,000 to $1 million, depending on an advertiser’s broader partnerships with Fox, on Tubi within the 2025 calendar year.
Fox didn’t respond to a request for comment on its Super Bowl negotiations by deadline.
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While Tubi’s pricing is far lower than the $7 million to $8 million advertisers paid for 30 seconds of national ad space on Fox, the audience will also be much smaller than broadcast’s, which last year hit 120 million on CBS out of the 123.4 million total for Super Bowl LVIII.
Fox doesn’t have past data for Tubi Super Bowl viewership as it’s the first year the platform is simulcasting the game. The media company has given advertisers an estimate that 8.5 million will stream the game on Tubi and the NFL’s digital apps combined, said Vicky Chang, VP of media at TV ad buying platform Tatari.
While Super Bowls have previously been simulcast on paid services, such as Paramount+ in 2024, Chang estimates streaming viewership will be higher this year since users won’t need to subscribe and pay to watch the game. Tatari estimates that 15 million to 20 million viewers will stream the game on Tubi this Sunday.
Tubi announced Jan. 15 that it would stream Super Bowl LIX, and Chang said advertisers were given little prior notice to lock in deals for the streaming inventory. Some spots were already taken by holding company agencies when the offer hit the market, with about eight spots remaining, per Chang. Tatari secured space for at least two clients within two days of seeing the offer. Chang declined to share pricing for Super Bowl ad deals on Tubi.
The Tubi stream also offers potential reach with a younger audience than the main broadcast. Tubi has reported over half of its 97 million monthly users are Gen Z or millennials and 77% don’t have access to cable. It is surrounding the game with content created for that audience, such as a Tubi pre-game red carpet hosted by model Olivia Culpo, a companion mobile site for curated shopping during the game and a re-airing of Tubi original comedy “The Z-Suite,” which follows the clash between an ad agency’s leadership and its Gen Z employees.
Watch Tubi’s Super Bowl ad teaser
Event ticketing platform TickPick is one brand running an ad on only Tubi. While TickPick has previously focused on performance marketing in digital channels, it has been ramping up its TV strategy over the past year as it seeks to grow consumer awareness against competitors such as Ticketmaster and StubHub, said Matt Ferrel, VP, head of growth for TickPick.
As such, TickPick’s U.S. measured media spending was $11 million in 2023 and climbed to $16 million in the first three quarters of 2024, per MediaRadar.