• Brandweek , Thursday, November 1, 2007 11:30 AM

Thanks to two innovative value-added incentives, Fox has sold more than 90% of its in-game Super Bowl inventory, sources say. The Super Bowl had become a hard sell over the past few years because of the pressure to produce high-quality creative commercials, on top of the hefty price (up to $2.7 million) per 30-second spot.

A deal between Fox and MySpace (both News Corp. companies) will enable in-game Super Bowl advertisers to have their commercials placed on a special Super Bowl site on MySpace, where the advertisers can also add special video, such as extended movie trailers. The MySpace site will be promoted during the Super Bowl telecast to drive viewers to the site.

Fox will also create a red-carpet arrival area for celebrities attending the Super Bowl that will be hosted during the pre-game telecast by American Idol's Ryan Seacrest. Movie companies buying in-game Super Bowl spots, as a value added by Fox, will be able to parade the stars of upcoming movies on the Red Carpet.

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