Pricing for Fox’s Super Bowl LIV units topped out at $5.6 million per 30-second spot, a high watermark for the broadcast.

Winter says that he and his team were diligent about keeping advertisers abreast of Fox’s rapidly dwindling in-game commercial inventory. “Because we didn’t want anyone to get caught out, we over-communicated to the marketplace that this was going at a pace we’d never seen before,” he says. “We’d spent weeks imploring them: ‘We are serious! We are going to sell out!’”

Winter says this year’s sellout moved faster than his previous deck-clearing efforts at NBC. In recent memory, the speediest sales push was engineered by Fox in 2010, when the network signed off on its last in-game unit in Super Bowl XLV three days before Halloween. That effort was fueled by the post-recession recovery and the fact that NFL ratings were at a record high at the time. …[Read More]