The massive sport between the Kansas Metropolis Chiefs and the Philadelphia Eagles takes place on Sunday.

The Tremendous Bowl is promoting’s greatest stage, with advertisers jockeying to get their merchandise in entrance of the greater than 100 million those that watch every year. Mark Evans, govt vice chairman of advert gross sales for Fox Sports activities, stated a number of adverts went for greater than $7 million for a 30-second spot. Most bought between $6 million and $7 million.

Anheuser-Busch stays the most important advertiser with three minutes of nationwide airtime. The beverage big gave up its deal to be the unique alcohol advertiser this yr, so Heineken, Diageo, Remy Martin and Molson Coors are additionally within the sport. Different massive classes promoting embrace packaged meals like Doritos and M&Ms, film studios and streaming companies, automakers and tech firms, Evans stated. Out this yr: crypto firms.

Final yr’s Tremendous Bowl was dubbed the “Crypto Bowl” as a result of 4 cryptocurrency firms — FTX, Coinbase, Crypto.com and eToro — ran splashy commercials. It was a part of a bigger effort by crypto firms to interrupt into the mainstream with sports activities sponsorships. However in November, FTX filed for chapter and its founder was charged in a scheme to defraud buyers.

This yr, two crypto advertisers had commercials “booked and accomplished” and two others have been ”on the one-yard line,” Evans stated. However as soon as FTX information broke, these offers weren’t accomplished.

Now, “There’s zero illustration in that class on the day in any respect,” he stated.

Evans stated most Tremendous Bowl adverts bought a lot sooner than regular, with greater than 90% of its Tremendous Bowl advert stock passed by the tip of the summer season, as established advertisers jockeyed for prime positions. However the remaining spots bought slower. Partly that was as a result of implosion of the crypto area, in addition to common advertiser considerations in regards to the international economic system, Evans stated.

Final yr, NBC bought out of its advert area briskly and stated an undisclosed variety of 30-second spots went for $7 million, a bounce from the $6.5 million that 2021’s adverts went for.