Expand chart
Ad data: SQAD; Viewership data: Nielsen; Chart: Andrew Witherspoon/Axios

Fox Sports has sold all of its advertising inventory for Super Bowl LIV, the company has confirmed to Axios. It's sold a total of 77 spots, with the most expensive 30-second spot costing $5.6 million.

Why it matters: The Super Bowl is one of the most visible advertising opportunities in America, next to the Olympics. As more television viewing moves to on-demand streaming, there are fewer big opportunities for advertisers to reach consumers live.

Be smart: Super Bowl ads have generally gotten more expensive over the past few years, despite the fact that Super Bowl viewership on traditional television has waned. Streaming options and social media are likely to have impacted live TV viewership.

By the numbers: The average rate for a 30-second Super Bowl in-game ad has increased by nearly 100% over the past decade.

  • Last year, reports suggested that CBS was selling some 30-second Super Bowl spots for around $5.2 million.
  • Variety's Brian Steinberg reports that Fox is seeking "between $2 million and $3 million for the most expensive advertising slots in its pre- and post-game coverage."

The big picture: This year marks the first time in half a decade "that the network showing the big game hasn’t had to go down to the wire to dispense with its high-priced ad slots," per Steinberg.

The bottom line: Live TV audiences are becoming more scarce, which means advertisers are willing to pay more to reach those viewers.

Go deeper: Pricing plateaus for Super Bowl ads

Go deeper

Updated 35 mins ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 9:30 p.m. ET: 19,499,341 — Total deaths: 723,881 — Total recoveries — 11,864,471Map.
  2. U.S.: Total confirmed cases as of 9:30p.m. ET: 4,999,836 — Total deaths: 162,382 — Total recoveries: 1,643,118 — Total tests: 61,080,587Map.
  3. Politics: Trump signs 4 executive actions on coronavirus aid — Democrats slam Trump, urge GOP to return to negotiations
  4. Public health: Fauci says chances are "not great" that COVID-19 vaccine will be 98% effective — 1 in 3 Americans would decline COVID-19 vaccine.
  5. Science: Indoor air is the next coronavirus frontline.
  6. Schools: How back-to-school is playing out in the South as coronavirus rages on — Princeton, Johns Hopkins, Howard to hold fall classes online.

Trump signs 4 executive actions on coronavirus aid

President Trump speaking during a press conference on Aug. 8. Photo: Jim Watson/AFP via Getty Images

President Trump on Saturday signed four executive actions to provide relief from economic damage sustained during the coronavirus pandemic after talks between the White House and Democratic leadership collapsed Friday afternoon.

Why it matters: Because the Constitution gives Congress the power to appropriate federal spending, Trump has limited authority to act unilaterally — and risks a legal challenge if congressional Democrats believe he has overstepped.

9 hours ago - World

What's next for Lebanon after the Beirut explosion

Photo: Houssam Shbaro/Anadolu Agency via Getty Images

Beirut residents are still clearing rubble from streets that appear war-torn, days after a blast that shocked the country and horrified the world.

Why it matters: The explosion is likely to accelerate a painful cycle Lebanon was already living through — discontent, economic distress, and emigration.