By Brian Steinberg. Senior TV Editor. Fox Corp. Not too long ago, however, it was. By the end of last decade, the Super Bowl had hit a more fallow period where advertisers gained the upper hand, and the process of selling out all the ad inventory sometimes took until just days before kickoff.
Popular on Variety. Now that streaming is reworking the economics of traditional TV, says Evans, there are just fewer places for big and small marketers alike to find big audiences all watching content at the same time.
A chunk of TV advertisers are taking money they once would have invested in primetime shows on cable, and even some on broadcast, says Evans, and moving that money into sports. Indeed, the recent California wildfires prompted a group of sponsors β including State Farm Insurance β to ask to be released from their deals, according to the person familiar with the matter, and Fox was able to re-sell their time for higher prices thanks to intense interest. Even ads around the Super Bowl telecast have gotten more expensive.
Fox will be able to squeeze some extra commercials into the main event. Fox and the NFL would share revenue from those commercials, according to a person familiar with the negotiations. These breaks were created to stop too-frequent interruptions to game play, he says. Home TV News. Jan 29, am PT. By Brian Steinberg Plus Icon.
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