Boom times for NBC as Super Bowl sells $245m of in-game ads in record time

That’s at $3.5m each, up from last year’s $3m, proving, if proof were needed, that the Super Bowl NFL final is the place to be seen for corporate America.

With at least 100m viewers expected just in the US for the February 5 extravaganza, it’s easy to see why the Super Bowl is so popular and it’s not just a bonanza for broadcaster NBC but also for the creative and media agencies involved who can expect to receive over $40m in commission. And there are still some half-time spots and others to be sold in the gripping, if interminable, programme.

NBC pays nearly $1bn a year under its new contract to broadcast NFL matches (which includes three guaranteed Super Bowls) so there’s still work for its ad sales department to do. But selling in-game 30-seconds ads so early is still a record.

Next to the Cannes International Festival of Creativity in the summer, the Super Bowl is the biggest showcase for American creative agencies. And, just like last year, this year’s Super Bowl is likely to be dominated by car ads. General Motors, which is still looking for a permanent agency for flagship brand Chevrolet, has already announced that it is to turn to crowd-sourcing to fill its Super Bowl spots.

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