Last year’s All-Star Game captured approximately $20.6 million in advertising, according to Kantar, a tracker of ad spending, while the 2022 “Field of Dreams” game won nearly $6 million.įox’s Evans acknowledges that the games aren’t the most difficult properties he has to sell. That event, says Evans, has already attracted 20 new advertisers and has “exceeded last year’s revenue by north of $2 million” in sales so far. Many advertisers, they say, remain interested in efficient ad buys that reach millions of consumers all at once.įox has been seeking more than $700,000 for a 30-second ad in the All-Star Game, and as much as $250,000 for similar inventory in its second “ Field of Dreams” broadcast coming August 12 from Dyersville, Iowa. Media-buying executives familiar with recent talks say sports sales wrapped early in the process.
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TV networks try to sell the bulk of their commercial inventory ahead of the next cycle of new programming, sports content has been one of the market’s briskest sellers. With that in mind, he says, “some advertisers you might think would be more traditional, more tuned to primetime, female-focused advertisers, are migrating toward live sports.”Īs the media sector looks to wrap up the industry’s annual “upfront” ad-sales season, when U.S. “You need to be able to get to the masses,” he adds.
“You can only deliver so much audience in tiny dribs and drabs” who come through targeting viewer niches via digital, says Evans.
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