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For Super Bowl ads this year, booze reigns supreme and crypto disappears

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The most popular tickets for advertisers have officially sold out. Fox said on Monday that all in-game ads for Super Bowl LVII have been sold.

The big game between Kansas City and the Philadelphia Eagles is Sunday.

The Super Bowl is the biggest stage for advertising, with companies competing to promote their products in front of over 100 million viewers each year.

According to Mark Evans, executive vice president of advertising sales at Fox Sports, several ads were sold for more than $7 million in 30-second spots. Most sold between him $6 million and his $7 million.

Companies spend millions more to create their own ads and book celebrity sponsorships.

Watch | Maya Rudolph and M&M’s team up for Super Bowl commercial:


Many liquor brands will be featured in this year’s Super Bowl advertising lineup.

Anheuser-Busch remains the largest advertiser with three minutes of airtime nationwide. The beverage giant, the parent company of the Bud, Ultra and Bush beer brands, announced in June that the exclusivity deal it first signed in 1989 would end in June.

So, in addition to celebrities touting Budweiser and Michelob Ultra, viewers will also have celebrities touting the quality of Heineken and Coors and suggesting to drink Remy Martin Cognac or Diageo whiskey.

Watch | Serena Williams, Brian Cox Teeing Off in Michelob Ultra Commercial:


Alcohol aside, big brands like Pepsi Zero Sugar, Doritos, M&M’s, Google, Downey and Kia will all advertise on Super Bowl LVII on Fox on Sunday and on Canadian networks TSN and CTV.

A 2019 Supreme Court of Canada ruling will prevent Canadian viewers from seeing most ads, whether they’re watching a game on TSN, CTV or Fox.displayed in [the] American broadcasters of the Super Bowl,” Canada’s Radio, Television and Telecommunications Commission said on its website, noting that most American advertising can be viewed online.

“U.S. ads may also run on Canadian channels that hold the rights, as U.S. businesses can buy advertising time in Canada for this high-profile sporting event. ”

“Zero representation” of crypto companies

This year: Crypto companies.

Last year’s Super Bowl was dubbed the “Crypto Bowl” because four cryptocurrency companies – FTX, Coinbase, Crypto.com and eToro – had flashy commercials. This was part of a larger effort by cryptocurrency companies to enter the mainstream with sports sponsorships. However, in November he said FTX filed for bankruptcy and its founders were charged with plotting to defraud investors.

Two crypto advertisers have had commercials “reserved” this year, while the other two were “above the one-yard line,” Evans said. However, those deals never went through once the FTX news broke.

Now, he said, “there are no representatives of that category at all on that day.”

Evans said most Super Bowl ads sold much faster than usual. By the end of the summer, more than 90% of his ad inventory was gone as established advertisers vie for dominant positions.

Watch | Budweiser’s 2023 Super Bowl ad:


But sales of the remaining spots have slowed, Evans said, partly due to the collapse of the cryptocurrency market and general advertiser concerns about the global economy.

Last year, NBC said it briskly sold out advertising space, raising the number of undisclosed 30-second spots to $7 million.

Watch | Jack Harlow plays the triangle in Doritos ad.

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