Super Bowl 54 Sets Record With $435 Million In-Game Ad Spend

A preliminary estimate by research and analytics firm Kantar shows year-over-year increase of 29%

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The preliminary numbers are in: Super Bowl 54 likely generated a record $435 million in in-game advertising revenue for host network Fox, according to an early estimate provided by Kantar, a research and analytics firm.

That’s a year-over-year increase of about 29%, when compared to Super Bowl 53’s $336 million in in-game revenue. The 2020 number also eclipses the previous record of $390 million set in 2017, the research firm said.

Including pre- and post-game programming, Fox likely netted ad revenue in excess of $500 million for Super Bowl 54.

UPDATE: On Fox Corp’s earnings call Wednesday, CEO Lachlan Murdoch said Fox had “the largest revenue day in TV history” on Super Bowl Sunday, generating “around $600 million of gross revenue” for its Super Bowl coverage, starting with pre-game and continuing through The Masked Singer, which aired after the game.




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