While we won’t know what teams are playing in Super Bowl LVIII until January 28, 2024, CBS has reportedly already sold a majority of its Super Bowl ads at a staggering cost.
The National Football League has rotated broadcasting rights for the Super Bowl across various networks for years. By rotating through the networks and providing each major TV broadcaster with the rights to the Super Bowl, NFL revenue is maximized.
Related: Predicting Super Bowl LVIII winner
Of course, there is a lot more value to networks like Fox, CBS and NBC beyond the opportunity to broadcast the most-watched event each year on television. Pulling in over 100 million viewers for a single broadcast also attracts the attention of companies who are willing to spend millions of dollars for a 30-second spot.
Super Bowl ad costs by year
- 2024: $6.5-7 million
- 2023: $7 million
- 2022: $6.5 million
- 2021: $5.6 million
- 2020: $5.6 million
- 2019: $5.2 million
Fox became the first network to sell 30-second advertisement spots in the Super Bowl for $7 million. With the price of a brief spot to air a commercial in the Super Bowl now climbing every year, it appears CBS has already taken advantage.
According to Brian Steinberg of Variety, CBS has already “virtually sold out” all of its advertisement spots for Super Bowl LVIII in February 2025. In an effort that began before the NFL season even kicked off in September, Paramount Global has found buyers for nearly each of its Super Bowl LVIII ad spots.
Related: Super Bowl records
How much does a Super Bowl LVIII ad cost?
Interestingly, the average Super Bowl ad cost hasn’t seemed to change from last season to now. CBS has reportedly sold Super Bowl LVIII ads at a price in the range of $6.5 million to $7 million, right around that Fox sold its advertisements spots last season.
Furthermore, per Front Office Sports, Fox and CBS have sold their Super Bowl ad slots at a similar rate. Fox sold 95 percent of its ad inventory by Week 1 of the 2022 season and CBS sold a minimum of 75 percent before NFL training camp opened this past summer.
As for what all of that is worth to CBS, it will likely cash in much as Fox did. Once all of the advertisement slots for Super Bowl LVII sold out, Fox made approximately $600 million in advertising revenue from the big game alone. While both networks pay the NFL more than $1 billion per season for the rights to broadcast games, the fact that the Super Bowl alone can make a network $600-plus million in revenue demonstrates why the deal is worth it for all parties.