Super Bowl LIX Scores $597M Ad Sales

Author: Wayne Friedman Source: MediaPost.com

Total day “Super Bowl LIX” advertising revenues on the Fox Television Network tallied $597.2 million, according to EDO Ad EnGage.

Some Super Bowl 30-second commercial time spots were sold for $8 million this year, according to media-buying executives. Top pricing a year ago was around $7.5 million.

For the game itself, an estimated $470.2 million in national TV advertising was spent, coming from 54 airings of commercials that yielded 7.0 billion impressions.

A year ago, GroupM estimated in-game placements of advertising totaled $550 million. Pre- and post game Super Bowl programming totaled $127 million, coming from 167 airings.

The biggest advertising category for the entire Super Bowl Day was streaming platforms, with 5 airings and amounting to $40.8 million. Fox-owned FAST channel Tubi had two 30-second airings.

Theatrical movie studios had the most airings of any ad category at 14 and was the second-biggest spender, at $37.9 million.

For the game itself, snacks brands, had the leading spender -- with 4 airings, and a $35 million spend.

Pharmaceuticals were next -- with 2 airings ($28 million); and streamers, 4 airings ($26.8 million).

Mobile/wearable devices, delivery services, and beer/cider/hard seltzer brands each had 2 airings ($21 million).

Other notable categories for total day spending included car manufacturers, with 13 airings ($18.5 million) and sports leagues (including the NFL), with 13 airings ($7.3 million) and auto/car insurance, with 12 airings ($5.2 million).