Ad inventory sold out for UFC on Fox

November 10, 2011

Ad Week reports that all ad inventory for Saturday night’s UFC on Fox event has been sold. Media buyers indicate that a 30 second spot for Saturday night cost “north of $100,000.

Via Ad Week:

Media buyers say a 30-second spot in The UFC on Fox cost just north of $100,000. Among the marketers advertising are Anheuser-Busch, the Casio G’zOne Commando smartphone, and the U.S. Marine Corps. Two studios–20th Century Fox and Warner Bros.–have also made buys.Velasquez and Dos Santos will begin trading blows at 9:35 p.m., following a half-hour setup by host Curt Menefee, UFC president Dana White, and announcer Joe Rogan. Fox will not throw to commercial between the first and second rounds, electing instead to keep its cameras on the octagon.

The $100,000 number is double the amount that was previously reported. In a survey, Ad Age stated that Fox typically receives about $50,000 per 30 second spot on Saturday night.

Payout Perspective:

All signs point to a big night Saturday. The price per spot for Saturday indicates that mainstream advertisers are intrigued by the potential for the UFC to draw the casual fan in key demos. Of course, the skeptic may argue not to look too deeply into the price considering that Fox usually does not  run live events as part of its Saturday night lineup. With a start time of 6pm/9pm (PT/ET), its interesting that the UFC has indicated the fight will not start until 35 minutes after the hour. Its obvious that there will be a lot of run up to educate the casual fan but it seems like the UFC could include another match in this hour.

4 Responses to “Ad inventory sold out for UFC on Fox”

  1. Mossman on November 10th, 2011 9:40 PM

    so it sounds like the usual players for the UFC… AB, the Marines, and movies… The Casio phone is interesting. Been hearing they are going to be spending money like gangbusters. Kind of disappointed on the roster though… it doesnt sound like the UFC did much to take advantage of this.

    Shit… at $100K per spot, with a projected 5 million audience… that $20 cost per thousand which is pretty outrageous. For a television advertisement you would normally see it in the $5-7 range. Typical primetime programming is looking at $10.

    Either these media buyers were guaranteed more in value add… or there is going to be some big undelivering on Saturday, which will not make advertisers happy.

  2. Steve on November 11th, 2011 4:47 AM

    “Velasquez and Dos Santos will begin trading blows at 9:35 p.m.”

    So they are guaranteed to go over if the fight goes five rounds?

    Five five minute rounds plus a one minute break between rounds plus a post fight interview would definitely put them over their time slot if they don’t start until 9:35. I wonder why they chose to not to give themselves any cushion?

  3. The Fight Nerd | Friday Link Party – November 11, 2011 on November 11th, 2011 6:01 AM

    […] to MMA Payout, ad inventory sold out for UFC on […]

  4. The Confused on November 11th, 2011 5:51 PM

    Do I have to pay to watch the fight on Fox.com?

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