NEW RECORD PRICE FOR SUPER BOWL SPOTS

Expecting another record or near-record audience for Super Bow XLVI on Feb. 5, advertisers are paying NBC as much as $3.5 million for a 30-second spot — a new record, Adweek reported today (Tuesday). Fox commanded a top price of $3 million last year. Of an estimated 63 commercial availabilities during the telecast, only about six remain unsold, the trade publication said. NBC Sports sales VP Seth Winter indicated in an interview with Adweek that in some cases advertisers may pay less — but only if they make “broader commitments across our sports assets,” including the Summer Olympics, which begin on July 27. Winter also observed that NBC is already “very well sold throughout the day” of the game. The network’s Sunday Night Football, which kicks off on Sept. 8, is also virtually sold out for the entire season, Adweek observed.