NBC Seeks Record $4.5M For Super Bowl Ads

NBC is seeking around $4.5 million for a 30-second spot in Super Bowl XLIX, according to ad-buying executives, a whopping sum that could represent a new record for pricing in the gridiron classic, as well as a 12.5% uptick over prices sought for Fox’s 2014 broadcast of the event. NBC has also been asking potential Super Bowl sponsors to pay a similar amount for a package of ad inventory in other NBCUniveral-owned sports properties, according to ad buyers familiar with the pace of negotiations, including English Premier League matches on NBCSN and sports broadcasts on Telemundo and sister cable outlet mun2. Ad buyers suggested the Peacock’s initial efforts might meet with some resistance. “It’s $9 million to get a Super Bowl spot, which is a lot,” said one ad-buying executive. “They are testing the market. If enough people don’t do it, it’s only June and it’s not broadcast until February. You could adjust your price in October if you need to. It’s all about testing the market and maximizing the revenue.”