It is Tremendous Bowl Sunday – and when you could be having fun with it by stress-free on a sofa, snacking on potato chips and possibly inserting a wager, billions of {dollars} of massive commerce are flowing by means of every thing related to the sport.

Fox (FOX) (NASDAQ:FOXA) is displaying this yr’s contest (kickoff at 6:30 p.m. ET, however a full day of broadcast protection main in) on its broadcast stations, web site and app.

At present, the Tremendous Bowl is rotated yearly between three broadcasters – CBS, NBC and Fox, with ABC (DIS) to affix in just a few years – and the sport in fact brings a bonanza of advert {dollars} to the fortunate firm’s first calendar quarter. In a long-term pattern of declining scores, although, is it nonetheless such a profitable hit?

You wager. (Talking of, you truly can wager on Tremendous Bowl promoting by means of a Molson Coors (TAP)/DraftKings (DKNG) promotion.) First, even amid its scores decline, it is nonetheless the most-watched program of the yr in North America.

What’s extra, NBC (CMCSA) set a report promoting fee of $7M per 30-second spot for final yr’s recreation, the place scores bounced 14% off a 13-year low set in 2021.

Fox (FOX) (FOXA) is topping that fee this yr. It offered out its advert stock a little later than it will have preferred – due to the “implosion” of some crypto advertisers after a giant presence in final yr’s recreation – however most 30-second spots went for between $6M and $7M, and some spots went for greater than $7M every.

Fox CEO Lachlan Murdoch let slip throughout the firm’s earnings name final week that “we’ll write simply shy of, gross, about $600M of income subsequent Sunday.”

“We’re offered out. Will probably be a report Tremendous Bowl for us, each when it comes to complete income and clearly in what we obtain for every spot,” Murdoch mentioned.

That comes regardless of a difficult financial system that had some advertisers within the fall rethinking whether or not they needed to shell out $7M, Fox mentioned. However Murdoch says regardless of discuss of a delicate market general, “we’re actually not seeing that. We’re seeing promoting being type of fluid and cash coming in late.”

Particularly for many who tune in just for the advertisements: What are you going to be pitched? Not cryptocurrency, to make sure, however tech (particularly service web sites like DoorDash (DASH), Uber Eats (UBER) and Reserving.com (BKNG)); positively films/streaming companies together with Paramount+ (PARA) (PARAA); and snack meals together with Pringles and Popcorners (PEP). Oh, and alcohol: Anheuser-Busch (BUD) is the highest advertiser, with three full minutes of time, however giving up its unique alcohol advert license, making room for Molson Coors and Heineken (OTCQX:HEINY), in addition to Diageo (DEO) and Rémy Martin (OTCPK:REMYY).

(Try the big variety of corporations, together with betting names, for which advertisements would possibly present an consideration bump within the coming days.)

And if Tampa Bay QB Tom Brady lacking this yr’s Tremendous Bowl (after which re-retiring) will get you down, you can all the time go see Paramount’s 80 for Brady as a substitute.