The average price of a 30-second spot on the upcoming Super Bowl, which will air Feb. 5 on Fox, has climbed to more than $5 million, Variety reports, and the inventory is close to sold out.
Fox has apparently sold almost 90% of the ad inventory, the story reports, citing a source who’s familiar with the negotiations. But Fox’s work isn’t done yet.
“Over the next few weeks, the 21st Century Fox-owned outlet must sell two handfuls of some of the most expensive ad inventory in the industry: 30-second Super Bowl ads that cost on average more than $5 million each,” Variety reports, noting that Fox may have less than 15 slots remaining, according to one source. Typically a little more than 70 Super Bowl ad spots are sold in total.
Fox’s reported asking price of more than $5 million per spot is up a bit from this year’s Super Bowl, where CBS reportedly aimed for between $4.5 million and above $5 million.