In what Variety’s Brian Steinberg calls a “whopping sum that could represent a new record for pricing,” NBC is asking about $4.5 million for a 30-second spot in the Super Bowl XLIX broadcast.
That’s about 12.5% higher than the pricing that Fox saw for its Super Bowl broadcast this year, the piece notes.
“NBC has also been asking potential Super Bowl sponsors to pay a similar amount for a package of ad inventory in other NBCUniversal-owned sports properties, according to ad buyers familiar with the pace of negotiations, including English Premier League matches on NBCSN and sports broadcasts on Telemundo and sister cable outlet mun2,” Steinberg reports.
But NBC might see some resistance, Steinberg adds, citing ad buyers who expressed skepticism about paying what would end up being $9 million for a space in the Super Bowl.
Steinberg reports: “NBC is in conversations regarding the sale of more than 40 30-second spots in the game, according to a person familiar with the situation, who described the sales process as ‘brisk.’ Yet one ad buyer believes NBC has sold approximately 20 to 25 of the ad slots in the next Super Bowl, mostly to advertisers who are multiyear buyers of the game and who typically pay rates that are below the market. NBC said executives were not available for comment.”