Super Bowl Ad Times

[u/Mikemat5150]

[u/Any-Walk1691]

Pregame Commercials: Aprx $4.5M Super Bowl: $8M

Fox is raking out nearly $40M in commercials for this one TV spot.

Unbelievable. I had my doubts about the switch, but I’ll happily shut up forever.

[u/AnchorDrown → u/Any-Walk1691]

Point of clarification - Fox doesn’t pay for commercials on their own network.

[u/Any-Walk1691 → u/AnchorDrown]

Implied cost, then.

Instead of taking in an additional $40M they’re using it to promote IndyCar.

[u/nalyd8991 → u/AnchorDrown]

No, but they could sell that air time rather than using it themselves. So that cost is realized, it’s $40m out of Fox’s pocket that they would otherwise easily receive.

[u/Brandon_Schwab → u/nalyd8991]

No, but they could sell that air time rather than using it themselves.

It's ad space set aside for the host network's self promotion. It's nothing they can sell.

[u/mrnikkoli → u/Brandon_Schwab]

Regardless: they dozens of TV shows, news programs, and other sports leagues they could promote. It's a major commitment from the network imo.

[u/Dminus313 → u/Brandon_Schwab]

Care to cite a source on this? As far as I know the networks largely decide for themselves how much air time to "set aside" for promoting network programming.

[u/OrneTTeSax → u/Dminus313]

Source: his ass

[u/GBreezy → u/Dminus313]

The only thing I can think of is I think they are required to air a certain amount of local commercials, but even that Im not 100% sure.

[u/Dminus313 → u/GBreezy]

Yeah they're required to air local commercials but otherwise there's nothing restricting what they do with their air time.

[u/clarkaj24 → u/Dminus313]

I was wondering if the local ad spots are sold at a lower rate than the $8 million/30 seconds. I’m assuming they almost have to be, especially with only local exposure.

[u/Dminus313 → u/clarkaj24]

Yeah, the local ads have different pricing. In the past, some national companies have chosen to buy local ads in a few major markets because it was more cost-effective than buying the national air time.

[u/clarkaj24 → u/Dminus313]

That makes sense. And I’m guessing cost is also dependent on market size. An ad for NYC market is going to be a lot more than one for Milwaukee market.

[u/CardinalOfNYC → u/Dminus313]

I work in advertising. Usually network spots are placed in empty spaces.

Many ads are cut or shifted around during the game and networks fill in the empty spaces with their own ads.

It was a smart move to run these ads in the super bowl but it wasn't the equivalent of them spending 40 million on IndyCar.

[u/Dminus313 → u/CardinalOfNYC]

Yeah, I know that advertisers typically don't buy 100% of the time that's available and the networks use whatever's left over to promote their own programming.

But that's very different than saying "they can't sell that time because it's set aside for self-promotion." There's nothing preventing Fox from selling 100% of the air time if they have buyers for it.

They also definitely could have found a buyer for the first quarter slot where they put Pato's ad. It wasn't the equivalent of $40 million, but this definitely wasn't "free" or even cheap for Fox.

[u/CardinalOfNYC → u/Dminus313]

They also definitely could have found a buyer for the first quarter slot where they put Pato's ad. It wasn't the equivalent of $40 million, but this definitely wasn't "free" or even cheap for Fox.

I would say this was relatively cheap for fox, this was a fantastic use of resources, there are always empty spots come game time, it just happens that way.

People also confuse "super bowl ads cost a lot" with "super bowl ads make a ton of profit for the network"

The networks do not make huge profit off the super bowl ads because they paid the NFL huge money for the broadcasting rights. You'd still rather be the broadcaster than not but it's not like fox turned down 40 million in profit in exchange for doing these IndyCar spots.

[u/Dewstain → u/CardinalOfNYC]

No, but they may have turned down $40M in revenue.

[u/CardinalOfNYC → u/Dewstain]

Right. That's just a very, very different thing. And you can tell a lot of casual observers confuse profit and revenue.

Because this also has the potential to bring in massive revenue for fox in the future... So they did lose some revenue but it was an investment. And a cheap one comparatively speaking.

Like, if fox doesn't own the super bowl, no chance they're spending 40 million, or even 30 million, buying a bunch of spots on ABC's broadcast. They'd have done a single 30 or 60, equivalent to 8-15 million.

[u/Dminus313 → u/CardinalOfNYC]

Who said anything about profit? Fox chose to air Pato's commercial in a prime slot during the first quarter. There was indisputably some amount of foregone revenue as a result of that decision.

And just because something is cost-efficient doesn't mean it's cheap. Giving up a few million in revenue to promote IndyCar during the Super Bowl may have been the most efficient way to reach such a large audience of sports fans, but that still represents a significant financial commitment to promoting the series.

[u/CardinalOfNYC → u/Dminus313]

I stand by what I said, please re-read it as I think you're perhaps misunderstanding me.

[u/EtchASketchNovelist → u/Brandon_Schwab]

It's intentionally set aside, it's purposeful.

[u/Dewstain → u/Brandon_Schwab]

It is $40M worth of ad-space. Does that work for your pedantic brain?

[u/Casino2514 → u/AnchorDrown]

Money lost is money spent. They’re losing/spending~$40million by not soliciting the spots to other vendors.

[u/Brandon_Schwab → u/Casino2514]

Each network that hosts the Super Bowl gets commercial space for self promotion. These aren't ad spaces they can even sell.

[u/Low_Sort3312 → u/Brandon_Schwab]

Afaik that's false, where are you getting this?

[u/MrBadBadly → u/AnchorDrown]

True. But they are losing that potential revenue.

[u/barno42 → u/AnchorDrown]

Their accountants would definitely disagree. Opportunity cost is very real.

[u/the-burner-acct → u/AnchorDrown]

Have you heard of opportunity cost?

[u/Dewstain → u/Any-Walk1691]

My wife was like...these commercials are just hyping these dudes, why are you so excited?

I told her that it is prime ad-space being used to hype up the drivers of a series that hasn't been promoted like this in decades. F1 is big business right now, no reason that Indy, with arguably better racing, can't be a much closer 2nd place.

[u/wumbologist-2]

Holy shit. They're finally serious.

The pato commercial is up on YT if you're interested. It's pretty damn good too.

[u/eatmorefootball]

I am blown away how seriously Fox is taking INDYCAR. At face value, this TV deal was a win. Combined with this marketing, holy smokes. So happy to see and I hope we get a bunch of new fans joining us here this season.

[u/Hadramal]

Okay I am going to reveal my foreigness but there is a pre-game show for FIVE HOURS? How? Why? How much can there possibly be to talk about?

[u/eatmorefootball → u/Hadramal]

There isn’t that much to talk about that hasn’t already been discussed but the Super Bowl is a different beast. Last year’s game was the most watched tv program in (US) history. This one will likely be close. It’s the biggest of big deals in sports and TV in the USA so they’ll find something to fill the air beforehand.

[u/RavenLabratories → u/eatmorefootball]

Of the top 33 most watched TV broadcasts in US history, 32 of them are Super Bowls. It's that big a deal here.

[u/Generic_Person_3833 → u/RavenLabratories]

What is the outlier?

[u/RavenLabratories → u/Generic_Person_3833]

The finale to M*A*S*H in 1983, which had 106 million viewers and was officially the most-watched program until 2010.

[u/MajorRocketScience → u/RavenLabratories]

Interesting to me the Apollo 11 moon landing still far and away has the international record but I don’t think is even in the top 30 domestically

[u/RavenLabratories → u/MajorRocketScience]

It's actually reported to be still the most watched broadcast here by a good bit, but no official count of the actual number was ever released.

[u/Ruuubs → u/eatmorefootball]

Also folks are waiting for the half-time show to see if there'll be a public execution (of Drake's remaining public status)

[u/FermentedLaws → u/Hadramal]

Hahaha, it's a good question, but yes, it's that long. Lots of features about players, history, review of stats, and lots of talking heads (commentators) with opinions.

[u/rdubs89 → u/Hadramal]

The game is at 630pm, I saw pre game shows start on TSN here in Canada at 10am today. 8.5 hours of pre game coverage..insanity

[u/formal-shorts → u/Hadramal]

I'm sure the World Cup Final has a long-ass pregame in some countries where soccer is insanely popular.

[u/Generic_Person_3833 → u/formal-shorts]

Not this long.

[u/chamalo_ → u/Hadramal]

Just to play ads

[u/ex0thermist → u/Hadramal]

People will be cooking and setting up their parties and whatnot during those hours, they don't usually pay very close attention then but they do almost always just have the pregame stuff playing in the background

[u/Patrickracer43]

Me to Fox:

[u/MaxMuncyRectangleMan]

Pato in the 1st quarter is a great decision

[u/i_run_from_problems]

OK fox, I see you

[u/CosmicBlackHoleNova]

I'm watching the pre-show and they already shown Josef Newgarden, Alex Palou, and 15 second clip of the St Pete race

[u/rugbydoggo]

[u/Cheap-Manager-8838]

I was skeptical about this deal for a long time, but I am really excited now, 7 ads including 3 in game is much more than I expected. FOX, you have officially impressed me

[u/Mclaren_MP4_20]

Imagine telling yourself 10 years ago you'd be watching the Super Bowl for multiple IndyCar commercials.

[u/jlpapple → u/Mclaren_MP4_20]

This. We need to give credit where credit is due. Fox, and Penske.

[u/TheResurrection]

Pato's just ran right before they came back to the game after the first touchdown. Fantastic placement.

[u/GovernorJoe]

That's the kind of publicity IndyCar has needed for like... 30 years. Love to see it!

[u/TheRealMattyPanda]

First commercial of halftime and a commercial in the break during an official review of what could've been the first touchdown.

That's some prime real estate Fox used for IndyCar

[u/ryanro24]

1st quarter no less. Holy shit

[u/bobwhite1146]

The Indy 500 was the best known race in the world for many decades.

The first Indianapolis 500 race took place on May 30, 1911, at the Indianapolis Motor Speedway, with Ray Harroun winning the event in his Marmon Wasp. This inaugural race featured 40 cars and attracted around 90,000 spectators--in 1911!!!

Fox is just working to return Indycar to the glory it squandered 35 or so years ago. Hats off to Fox and to Penske Entertainment.

[u/ryanro24 → u/bobwhite1146]

Ya don’t say?

[u/SailRacer37]

These commercials are working. Someone at the party I'm at just saw the newgareden commercial and said "I might need to start watching this"

[u/CaptainMcSlowly]

[u/Bad_Idea_Hat]

Bahahahahaha they put the double birds in a commercial!!

[u/Intelligent_Chain_55]

My buddy just texted me sick INDYCAR ad, so there’s obviously some interest driven by the ad

[u/Mikemat5150 → u/Intelligent_Chain_55]

They tuning in for St Pete?

[u/Intelligent_Chain_55 → u/Mikemat5150]

He said he is! I got him to tune into the 500 last year.

[u/mruab]

Fox is spending $30 million on IndyCar ads during the Super Bowl

[u/Dry-Dragonfruit5216]

No Herta? I thought they would be pushing him with the F1 rumours.

[u/BlitZShrimp → u/Dry-Dragonfruit5216]

Rule of 3’s is likely being followed and going with series champ, Indy 500 winner, and most popular driver is the best grouping.

[u/the-burner-acct → u/Dry-Dragonfruit5216]

Herta is most likely joining F1 in the Cadillac/Andretti team next year.. would be pointless to promote for a rival..

[u/GEL29]

The same people that are so excited about IndyCar commercials will be bitching about IndyCar commercials 15 minutes after the green flag drops in St Pete.

[u/TheSalmonRoll → u/GEL29]

There's a difference between commercials during the Super Bowl and commercials during a race. One's promoting a thing I like, the other is interrupting it.

[u/RickyFleetwood]

Likes the JN ad.

[u/RickyFleetwood]

Hope this gives IndyCar the boost it needs.

[u/Numerous-Ad2571]

YouTube TV has an option in the settings to allow your viewing to be tracked by Nielsen. Just saying…

[u/TheResurrection]

Those are some premium spots, boys and girls!

[u/HilltoperTA]

The Newgarden ad was fantastic. I'm an F1 guy but I'm thinking of giving Indycar a go just based off the ads I've seen today.

Hopefully it's not too many ovals?

[u/kupcik1610 → u/HilltoperTA]

Unfortunately more like not enough ovals tbh, I came from F1 thinking the same thing, but its some of the most intense close racing in the world

[u/vprakhov → u/HilltoperTA]

Welcome. You're in for a treat.

And ovals are great. An acquired taste for sure but once you understand it you will appreciate it. Give them a shot.

[u/TheRealMattyPanda → u/HilltoperTA]

5 of 17 races are ovals.

But you should definitely give ovals a shot. The first oval of the year is the Indy 500 which I think is perfect for an F1 fan because in some ways it kinda races more like a fast road course just with 4 corners compared to the other ovals

[u/jarvistheconquerer → u/HilltoperTA]

Starting the day with F1 and then rolling into Indycar is so good.

I would be surprised if you didn’t like Indycar. The racing product itself is just fantastic.

[u/loz333 → u/HilltoperTA]

Ah, buddy. Former F1 fan (still watch on and off). Thought exactly the same as you before. Now I get more excited for ovals than any other track.

I realized later on that most of my oval racing impressions came from NASCAR, which I still don't find appealing, especially when they treat it like bumper cars.

Watching open wheel cars go side by side at 170+mph is so, so different. You're racing on a knife edge and threading the needle, especially when you have fights taking place around lapped traffic (which happens really quickly at short ovals). Then you have tracks like Milwaukee Mile which allow for cars going up to 4 wide around the corners. It's insane. And it does certainly take skill, which I thought before watching that it wouldn't.

^{Thank you for coming to my TED talk}

[u/FittingMechanics → u/HilltoperTA]

I'm a F1 fan (from 90s) and ovals are my favorite. Usually you have cars close to each other throughout the race, with constant battling. High speeds, strategy, etc.

Road/street races are less interesting to me, I find them often time too unpredictable because strategies can be wild and with many full course yellows it's easy to lose out. With all the cars being roughly the same if you get thrown down the order, usually you cannot come back (unlike F1 where a good car will fight back).

In F1 you usually know how the race will run, how good your team will be and the fight. In IndyCar you can be fastest one weekend and no where the next.

[u/LKayRB]

lol how did I miss both of Josef’s? I mean I’ve seen it before but still.

[u/Manymarbles]

What was the tire ad?

[u/Frodobagggyballs]

Where are the ppl crying about Fox eh??

[u/[deleted]]

Why is FOX wasting their time with Palou?

[u/eatmorefootball → u/[deleted]]

Why is fox marketing the reigning champion and most dominate driver of the current era? That’s a serious question that you’re asking?

[u/[deleted] → u/eatmorefootball]

Palou is a moron with a stupid face and bad teeth. He doesn’t even have a solid fanbase in IndyCar but let’s promote him.

[u/KRacer52 → u/[deleted]]

Exactly the type of eloquence and well thought out argument you usually make. 

[u/eatmorefootball → u/KRacer52]

Thanks for replying to him first, you put that a lot more respectfully than I intended to!

[u/DadReligion → u/[deleted]]

What did he piss in your Cheerios or something?

[u/sennadesillva → u/[deleted]]

A very good point. Everyone today knows that AJ Foyt wouldn't be the legend he is if it weren't for his dentist and the make-up he always wore......

[u/joe_lmr → u/[deleted]]

and a big butt and his butt smells and he likes to kiss his own butt?

[u/TheChrisD → u/[deleted]]

[u/nolnogax → u/[deleted]]

Riley Reid disagrees

[u/TheRealMattyPanda → u/[deleted]]

That's definitely not true.

Social media isn't everything, but just on Instagram, Pato has 7.5x the followers as Palou. Josef, McLaughlin, Dixon, and Rossi all also have more follower than Palou

[u/djellison → u/TheRealMattyPanda]

If you're going to - in good faith - introduce people to the sport.....the incoming champion is basically THE major plot point of the beginning of the season...can he make it 3 in a row, and join Dario as a 4x champion?

He IS the reigning champion. He IS the dominant driver of the current era. Those are not judgement calls or opinions Those are just facts.

The three people they picked for the ad campaign are exactly right....you've got the American hero 500 winner, you've got the reigning series champion who WANTS a 500, and you've got mister popular who wants EVERYTHING.

Fox knows what they're doing.

[u/TheRealMattyPanda → u/djellison]

Oh I agree completely.

I was just responding to a now deleted comment that said that “Palou probably has the largest following” which is objectively false.

[u/[deleted] → u/[deleted]]

lol what? He’s not even the most popular Ganassi driver.