Tonight marks the first NFL game of the 2021 season, but NBC is almost out of Super Bowl ad space.
The network has sold all but the last few 30-second slots, with some reaching a record $6.5 million for the Feb. 13 game. The price rose as inventory slimmed: By July, NBC had sold 85% of its Super Bowl ad slots for around $6 million a piece.
- NBC’s peak ad price is 18% above the roughly $5.5 million CBS garnered for the 2021 game. Some major advertisers sat out that contest due to concerns related to the pandemic.
- The network is also selling ad inventory for the 2022 Olympics, also in February, with some Super Bowl ad buyers making matching commitments for the Winter Games.
- Fox has begun selling ad inventory for the 2023 Super Bowl, seeking $6.5 million per 30-second spot.
Peacock, NBC’s streaming service, saw the Tokyo Olympics drive its subscriber count from 42 million in April to 54 million in July.
Automobiles, beverages, and entertainment producers including streaming services were the top three categories among Super Bowl ad buyers, per Deadline.
Super Bowl LVI will be held at SoFi Stadium, home to both Los Angeles NFL teams.