The ballots haven’t been counted yet, but Fox Broadcasting Co. is all but sold out of ad time for its telecast of the 47th annual Primetime Emmy Awards on Sept. 10.
Fox, beginning a new deal that will see the awards rotate annually among the four networks, had just one 30-second spot left Aug. 28 for the telecast, which attracts premium rates for its prestige value and its timing on the eve of the big fall promotion season.
Fox sales prexy Jon Nesvig said 80% to 85% of available inventory was sold to just six or seven marquee advertisers, including Coca-Cola, Nabisco and L’Oreal. General Motors Corp. is also believed to be among the major buyers.
Each bought multiple units at prices that are said to have reached $250,000 to $280,000 per, compared to the roughly $200,000 that ABC fetched for ads last year. Nesvig wouldn’t provide a figure, but said rates were up “pretty healthily,” in part due to a more robust ad market.