Super Bowl Ads Hitting $3 Million

NBC Television sold out 85% of its Super Bowl inventory, getting strong prices including a high-water mark of $3 million for its 12 highest-priced spots, according to the network.

About 10 spots remain unsold for the Feb. 1 telecast and NBC expects those to fetch more than $3 million each. The pro football championship game has total inventory of just over 65 spots.

Automotive and movie categories were strong and another characteristic of buyers is that returning advertisers dominate.

Fox Broadcasting reportedly averaged $2.7 million when it sold ads for the prior Super Bowl, a figure that blended unit sales above and below that figure.