Fox has sold out of Super Bowl TV ad spots after receiving a peak offer of $4.5 million for at least some of its most sought-after 30-second spots, the network said Wednesday.
The game typically carries around 65 in-game commercials.
The $4.5 million price tag for the February 2014 game is up from the roughly $4 million that CBS fetched last year.
NFL ratings are up and the Super Bowl audience — traditionally the top-rated TV program of the year — is around 100 million.
Separately, the network also has rights to live-stream Super Bowl XLVIII and is said to be charging around $1 million for those spots.
That’s also said to be above CBS’s price in 2013, which was in the region of $600,000. The stream will be available on tablets but not phones and won’t repeat after the game ends.
While the Super Bowl ad market is sold out, networks can typically carve out additional deals for last-minute marketers.
“Demand has been fabulous,” said Neil Mulcahy, executive vice president Fox Sports Sales. “We’re officially sold out but Super Bowl is a fluid process,” which means that marketers sometimes hand back airtime if their creative isn’t seen to be up to scratch.