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Sunday, April 21, 2024
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NBC Seeking Record Amount for Super Bowl Spots

Mark J. Rebilas-USA TODAY Sports/Design: Alex Brooks

The price tag for ad space in next year’s Super Bowl will be bigger than it’s ever been. 

NBC is reportedly asking $6 million for a 30-second commercial spot and might require sponsors to buy an equal amount of advertising in the Beijing Winter Olympics to guarantee a prominent time slot in the big game.

Comcast’s NBC also has broadcasting rights to the Tokyo Olympics next month.

Last year, CBS asked for $5.5 million per spot. The broadcaster generated roughly $545 million in in-game advertising for a total of 57 minutes, including promos and national and local spots, according to Kantar.

The 9.1% hike comes even as the NFL’s ratings decreased last season.

  • This year’s Super Bowl between the Tampa Bay Buccaneers and the Kansas City Chiefs recorded only 96.4 million viewers — the lowest since 2007.
  • According to Nielsen, numbers for the regular season dropped 7% to 15.4 million viewers either live or on the same day of the broadcast — the lowest average since 2017.

Overall viewership of the NFL has declined in five of the past six years, but the league still generates more annual revenue than any other major league in North America, bringing in $15.26 billion in 2019.

NBC recently signed a 10-year deal with the NFL in which it’ll pay $2 billion annually for media rights. The network will retain its “Sunday Night Football” package and holds broadcasting rights to the 2026, 2030, and 2034 Super Bowls.

Super Bowl LVI takes place on Feb. 13, 2022.

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