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Super Bowl advertising is already sold out, Fox executives say

GM bought Super Bowl ad time for Feb. 2, after sitting out this year’s contest.
GM bought Super Bowl ad time for Feb. 2, after sitting out this year’s contest.Credit: CARLOS OSORIO/associated Press

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NEW YORK — The phrase “going, going, gone” is associated with baseball rather than football, but Fox Broadcasting is telling advertisers that commercial time during Super Bowl XLVIII on Feb. 2 is, finally, gone.

Because the Super Bowl is the biggest day of the year for advertising as well as football, the pace of sales of commercial time for ads shown during each game is closely watched by Madison Avenue. To be sold out just after Thanksgiving is an above-average result, meaning demand for spots was strong; when demand is weak, as during recessions, for instance, the network broadcasting the Super Bowl may have spots left to sell until the weekend of the game.

“The Super Bowl is done,” Neil Mulcahy, executive vice president for sales at Fox Sports, part of 21st Century Fox, said in a phone interview.

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