Fox is telling advertisers that Super Bowl XLVIII inventory for the 2/2 game is sold out. Neil Mulcahy, EVP/Sales at Fox Sports, part of 21st Century Fox, told The NY Times that all of the automakers are back, including GM. The automaker had said said in August that it would return as a sponsor after taking a break in Super Bowl XLVII.
The other automakers that have said so far that they plan to advertise during Super Bowl XLVIII are Hyundai, Jaguar and Kia. Others include Anheuser-Busch InBev, Butterfinger, Dannon Oikos yogurt, Doritos, GoDaddy, Intuit, SodaStream and Wonderful pistachios.
General Mills’ Cheerios brand will also run a spot in the big game—for the first time.
As far as pricing, the latest estimates are that that some advertisers are paying in a range between $4 million and $4.5 million per 30-second spot—10% higher on average versus a year ago.
Mulcahy and Marla Newman, senior vice president for digital ad sales at Fox Sports, told the paper they still had spots available during pregame and postgame programming on Fox Broadcasting; during programming related to the Super Bowl on a new cable channel, Fox Sports 1; and in the live stream of the Super Bowl that is to be available on foxsports.com and on tablets.
Fox reportedly said 43 advertisers have bought time in the game.