NBC has sold out all of its ad inventory for Super Bowl LVI, at $7 million for 30 seconds

NBCUniversal has said in a statement that it has sold every in-game unit available across NBC, Telemundo and all digital platforms including Peacock. Only a handful of pre-game slots remain open for sale.

The game looks to be getting more viewers this year, as viewership of the playoffs has risen. 

Mark Marshall, a president of NBCUniversal’s ad-sales and partnerships division said: 

“The NFL has never been stronger and has led us to new records this year. From ‘Sunday Night Football’ to ‘Football Night in America’ and through the nail-biting Playoffs, we’ve seen an increased appetite for fans to watch the NFL across all our platforms. This multiplatform consumption has attracted even more advertisers who have the desire for the immediate scaled reach of sports.”

While the price tag for a thirty-second spot was originally between $5.8 million and $6.2 million, this changed as things heated up and NBC revealed that they have sold some units for as much as $7 million.

Why the high pricetag? While some experienced super bowl advertisers are ready to pay for 30 seconds plus extra commitments for other kinds of inventory and push PR to push their games and hashtags around it, the number of viewers attracted to the big game is again attracting first time advertisers, who will put all of their media spend into the ad itself. Newcomers to the game this year include Crypto.com, ClickUp, Sam's Club, FTX, Wallbox and Hologic.