THE BRIEFING
THE US $ 10M HALF-MINUTE
Disney wants a record US $ 10m for 30 seconds of February’ s Super Bowl LXI, and the negotiation has become advertising’ s soap opera of the year. Marketing Chief has tracked the standoff deal by deal. The state of play:
1: Disney opened the market asking US $ 10m per 30-second spot, comfortably above the record prices paid for this year’ s game.
2: Large buyers pushed back, and inventory has instead been moving at US $ 8m to US $ 9m, with several major holdouts still negotiating.
3: The asking price is a bet on scarcity, since live sport remains the last media buy that guarantees an enormous simultaneous audience rather than an aggregated one.
4: History favours the seller, because the game sells out every year and the latest buyers have tended to pay the highest prices. marketingchief. com
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