For Super Bowl ads this year, the crypto is out, the booze is in

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NEW YORK (AP) The hottest ticket in town for advertisers is officially sold out. Fox said Monday that the in-game ads for Super Bowl LVII have all been sold.

The big game between the Kansas City Chiefs and the Philadelphia Eagles takes place on Sunday.

The Super Bowl is the biggest advertising stage, with advertisers scrambling to showcase their wares to the more than 100 million people who watch each year. Mark Evans, executive vice president of ad sales for Fox Sports, said a few ads cost more than $7 million for a 30-second spot. Most have sold for between $6 and $7 million.

Anheuser-Busch remains the largest advertiser with three minutes of national airtime. The drinks giant has backed out of its deal to be the exclusive alcohol advertiser this year, so Heineken, Diageo, Remy Martin and Molson Coors are also on board. Other major advertising categories include packaged foods like Doritos and M&Ms, movie studios and streaming services, automakers and tech companies, Evans said. Out this year: crypto companies.

Last year, the Super Bowl was dubbed the Crypto Bowl because four cryptocurrency companies FTX, Coinbase, Crypto.com, and eToro aired flashy ads. This was part of a larger effort by crypto companies to break into the mainstream with sports sponsorships. But in November, FTX filed for bankruptcy and its founder was accused of defrauding investors.

This year, two crypto advertisers had booked and made ads and two more were on the one-yard line, Evans said. But once the FTX news broke, those deals weren’t done.

Now there is no performance in that category that day, he said.

Evans said most Super Bowl ads sold out much earlier than usual, with more than 90% of his Super Bowl ad inventory gone by the end of the summer as established advertisers squabbled. the best positions. But the remaining places sold more slowly. This was partly due to the implosion of the crypto space, as well as general advertiser concerns about the global economy, Evans said.

Last year, NBC quickly sold its ad space and said an undisclosed number of 30-second spots cost $7 million, a jump from $6.5 million for 2021 ads.

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