Fox 90 Percent Sold Out of its MLB Postseason Telecasts

Fox is 90 percent sold out of its post-season baseball telecast advertising inventory with National League Championship Series 30 second commercial spots selling at $225,000 and World Series spots selling for $450,000 each. That’s about an 8-9 percent increase in cost per thousand rates over last year.

Sources at Fox said the network has sold twice the number of ads at this point than it sold last year for the post-season, but that is mainly a result of last year’s lingering prime-time upfront selling period which delayed the peak selling time for post-season. Fox is also 25 percent ahead of its 2008 post-season sales though which followed a typical prime time upfront sales period.

Just about all of Major League Baseball official sponsors are in the post-season telecasts, with Chevrolet and Anheuser-Busch having purchased the largest number of commercial units. Chevrolet is also returning as the World Series post-game show sponsor.

Strong spending categories include automotive, telecommunications, fast food and financial, the latter category showing the largest increase over last year’s post season.

Advertisers seem to be anxious to get into this year’s World Series based on the success Fox had with its telecasts last year. The 2009 World Series on Fox averaged an 11.7 household rating and a 19 average audience share, that was up 39 over the 2008 Series, but the 2009 Series featured the New York Yankees vs. Philadelphia Phillies, while the 2008 Series opponents for the Phillies were the Tampa Bay Rays.

The 2009 Series on Fox was the most watched since the 2004 Series when the Boston Red Sox played the St. Louis Cardinals and averaged a 15.8/26.

The 2009 Series also hit five year highs in every major demo group, including adults 18-49, averaging a 6.2 rating.

The NLCS and World Series games will also be televised on Fox Deportes again this year. It’s ad volume for post-season telecasts is up 25 percent over last year, according to sources, with auto, consumer electronics, wireless, financial, fast food, and home improvement being the strongest categories.

Much like English-language Fox, Fox Deportes also has strong support from the MLB corporate sponsors.