Fox last night "added an estimated" $20M to its Super Bowl LI ad revenue windfall, as it was "able to air" four additional commercials as the game went to overtime, according to Jason Lynch of ADWEEK. Fox Exec VP/Ad Sales Bruce Lefkowitz earlier this week said the game was already going to produce "the highest revenue day in Fox history." The overtime period "gave Fox an additional ad pod, in between the overtime coin toss and the beginning of play." Fox aired "four spots in that pod: two spots that had aired earlier in the game" from Hulu and Sprint and two new ads for Proactiv and SoFi. Both new spots "also ran during the postgame show." Sources said that even though there had "never been overtime in Super Bowl history, Fox had negotiated deals with a handful of brands." There was "no word on whether those brands paid a higher rate" (ADWEEK.com, 2/5).
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