And the first overtime Super Bowl posted higher than expectations in national advertising -- with over $500 million in total day national TV advertising for Fox.
Total in-game sales were estimated to be in the $350 to $400 million range. Reports suggested that Fox had a somewhat difficult time selling the last few spots in the game.
T-Mobile was the big spender in the game, according to iSpot.tv, at $30 million. Alfa-Romeo was next at $20 million, followed by Tide with $15 million; 84 Lumber at $15 million; and Bud Light withy $14.7 million. Fox had been selling 30-second commercials each for $5 million apiece.
Fox’s pre-game sales earned $73.1 million, where 60 brands with 85 spots aired 94 times. Ford Motor was the big spender at $12.4 million, followed by Coca-Cola with $7.95 million; Lifelock at $4.5 million; Aflac with $4.4 million and McDonald’s at $4.4 million.
Fox’s post-game tallied $14.6 million, from seven brands with seven spots airings seven times. Hyundai spent $7.95 million; MetroPCS, $2.65 million; and Macy’s, Pepsi, and Gain each spent $1.325 million.
Two promotion spots ran in the post-game -- one each for Fox and FX Network.