Fox pushing new channel through Super Bowl advertising

US network Fox is telling potential advertisers for its coverage of the 2014 Super Bowl American football game that they must also buy advertising time through other Fox Sports content, including programming on national channel Fox Sports 1, which will launch this summer, according to the Variety website.

The Fox network will broadcast the Super Bowl on February 2.

Fox confirmed in March that Fox Sports 1 would launch on August 17, replacing motorsport cable-television channel Speed. The channel is set to be available in more than 90 million US homes and advertising buyers have said that Fox is attempting to push the channel through its coverage of the Super Bowl.

The NBC and CBS networks have both bundled Super Bowl advertising time with a broader package of sports coverage in recent years.
Variety added that Fox is open to the purchase of ad packages that do not include FS1, such as the Super Bowl pre-game show, but the new channel is receiving most of the attention in pitches to advertisers.

CBS secured an average price of between $3.7m (€2.8m) and $3.8 million for a 30-second advert during its coverage of this year’s Super Bowl.