Fox Sports is reportedly seeking a price for 30-second spots in the 2017 Super Bowl that, if it gets its price, will push the spots past the $5 million milestone.
Variety cites sources who are familiar with the situation saying Fox is pushing to get more than $5 million per spot. “Other networks may have secured $5 million for a few commercials in the gridiron classic, but if Fox has its way, each ad in the game will fetch the princely sum — and possibly more,” Variety reports.
The report adds: “The effort does not come without risk. In 2014, NBC made a bid to sell Super Bowl commercials at $4.5 million a pop, a 12.5% hike from what Fox had sought in the year prior, and worked until just a few days before its 2015 broadcast of Super Bowl XLIX to sell out its inventory.”
CBS reportedly fared a little better when it sought between $4.5 million and $4.7 million per 30-second spot — and more, in some cases — for this year’s Super Bowl 50.