No Cryptocurrency Super Bowl Ads Have Been Purchased This Year

Last year’s Super Bowl broadcast was “crypto-happy” as 100 million Americans saw at least three commercials promoting cryptocurrency. This year things will be different. According to the Associated Press, there will be no cryptocurrency advertisements aired during this year’s game.

Last year’s Super Bowl was dubbed the “Crypto Bowl” because four cryptocurrency companies — FTX, Coinbase, Crypto.com and eToro — ran splashy commercials. It was part of a larger effort by crypto companies to break into the mainstream with sports sponsorships. But in November, FTX filed for bankruptcy and its founder was charged in a scheme to defraud investors. This year, two crypto advertisers had commercials “booked and done” and two others were “on the one-yard line,” [Mark Evans, executive vice president of ad sales for Fox Sports] said. But once FTX news broke, those deals weren’t completed. Now, “There’s zero representation in that category on the day at all,” he said.

Evans said most Super Bowl ads sold much earlier than usual, with more than 90% of its Super Bowl ad inventory gone by the end of the summer, as established advertisers jockeyed for prime positions. But the remaining spots sold slower. Partly that was due to the implosion of the crypto space, as well as general advertiser concerns about the global economy, Evans said. Last year, NBC sold out of its ad space briskly and said an undisclosed number of 30-second spots went for $7 million, a jump from the $6.5 million that 2021’s ads went for.