Fox sold its last in-game Super Bowl spot on Friday, marking the earliest sellout for the game in years, Sports Business Daily reports.
“A week before it sold its final spot, Fox had 17 spots to sell,” the story reports. “The network saw a pre-Thanksgiving rush of advertisers that wanted to make sure that they got into the Super Bowl.”
The report quotes Fox Sports Executive VP for Sports Sales Seth Winter saying: “I pinch myself because I’ve never seen anything like this.”
The report notes that Fox used a sliding scale on rates.
“Advertisers that bought a one-off ad were charged $5.6M per 30 seconds; advertisers that bought two units were charged $5.5M per 30,” the story reports. “The price for a 30-second spot did not drop below $5.2M, Winter said.”
Fox has also sold out advertising for the NFC Championship Game, and Winter said the rest of the network’s postseason inventory is “well sold.”
Fox is now reportedly focused on selling the Super Bowl’s pre- and postgame shows.