While some marketers have raised concerns over the slump in NFL ratings this season, the prospect of a Cowboys-Patriots Super Bowl is also generating buzz as Super Bowl Sunday on Feb. 5 approaches. A matchup between the two teams, with huge followings and arguably just as passionate legions of haters, could trounce existing ratings records.
Fox is nonetheless pacing behind where CBS was last year, when network CEO Les Moonves said on Nov. 3 that ad time in Super Bowl 50 was nearly sold out.
More marketers seem to be delaying decisions to buy, partly in an effort to ensure that they have creative that will be worthy of such a big stage -- and big price tag. The network is likely to average over $5 million for 30-second spots in Super Bowl LI, the person said. Of course, as has been the case with other networks in recent Super Bowls, Fox is pushing buyers to purchase other inventory along with Super Bowl ad time.
According to some buyers, as of last week Fox still had about 17 units left in the game.
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