ESPN’s Super Bowl LXI ad inventory sold out in no time, topping NBC and Fox all-time records
· Yahoo Sports
ESPN has already sold out its advertising inventory for Super Bowl LXI, setting a new benchmark ahead of the network’s first-ever broadcast of the NFL’s biggest game.
Disney confirmed all available advertising slots have been snapped up months before kickoff, surpassing the pace set by both NBC and Fox in recent years.
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The landmark achievement comes before Super Bowl LXI at SoFi Stadium in Los Angeles, with ESPN preparing to air the championship game for the first time since the network launched in 1979.
Photo by Alika Jenner/Getty ImagesDisney confirms Super Bowl LXI advertising sells out at record pace
Speaking during Disney’s fiscal third-quarter earnings call, chief financial officer Hugh Johnston revealed the network had completely sold out its Super Bowl LXI advertising inventory.
According to Disney, the sell-out came around a month earlier than NBC managed for Super Bowl LX and roughly three months ahead of Fox’s timetable for Super Bowl LIX.
While the company did not disclose total advertising revenue, Disney had reportedly been seeking as much as $10 million for a 30-second commercial during the game.
Many of those advertising spots are believed to have eventually sold for between $8 million and $9 million.
Photo by Todd Rosenberg/Getty ImagesDisney’s president of global advertising Rita Ferro believes the demand highlights the strength of ESPN’s position in the sports media market.
She said: “Our upfront and a sold-out Super Bowl LXI make it clear: brands see Disney as a must-have investment, one built on our ability to deliver audiences at scale, across live events and streaming, all year long.”
Disney also revealed that 58 brands across 34 different categories secured advertising spots for the game, including nine companies making their Super Bowl debut.
Super Bowl LXI will be available across ESPN, ABC, ESPN2, ESPN Deportes and ESPN’s direct-to-consumer streaming platform, giving viewers more ways than ever to watch the NFL’s showpiece event.
With that expanded distribution, along with updated audience measurement methods, next year’s Super Bowl is already being viewed as a strong contender to surpass previous television viewership records in the United States.
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