Dive Brief:

• Officially, just four days before the big game, NBC has sold all Super Bowl game commercial slots. 
• Last year Fox sold all spots in December, making NBC a bit behind schedule for this year's game. 
• NBC was asking $4.5 million for the slots—and reportedly also charging new advertisers additional fees in the millions—which could have delayed purchases. 

Dive Insight:

While the high price tag is likely to have deterred some advertisers, it's also likely that TV itself is losing a bit of draw. Many brands are able to capitalize on the Super Bowl buzz through digital means without ever being official tied to the game. Even the brands investing in a TV spot are expanding the campaigns to digital to make the most of the investment. It's likely—and wise—that TV stations hosting the game in the future will integrate digital elements into the TV commercial deals.