NBC Has Sold 70% To 80% Of Ad Inventory In Super Bowl XLIX 2015

NBC has managed to sell approximately three-fourths of the high-priced advertising that will accompany its 2015 broadcast of Super Bowl XLIX. Now comes the hard part: selling the rest.

NBC has sold between 70% and 80% of the approximately 60 30-second spots that regularly appear during a Super Bowl broadcast, according to the estimates of one media buyer familiar with negotiations. This buyer said NBC may have between 15 and 18 30-second berths left, and suggested the network might face some headwinds in getting to the goal line.

Why? Well, NBC is seeking a record price for time in the game – approximately $4.5 million for a 30-second spot, with a similar amount contributed to other NBC Sports properties. The figure represents an approximate 12.5% increase over prices sought by Fox for its 2014 broadcast of the pigskin classic.

Another buyer suggested NBC has been flexible, seeking between $4.2 million and $4.6 million for an ad berth. A person familiar with the network’s strategy said NBC was holding firm to the $4.5 million price tag, though it was offering a slight discount for advertisers who buy multiple spots. In that case, the person said, the price is only $4.4 million per 30 seconds.

“The Super Bowl ad-sales market remains strong,” NBC Sports said in a statement. A spokesperson declined to comment on the specifics of the network’s negotiations.