NBCUniversal (NBCU), the US national TV network, has sold out all its advertising inventory – across its linear, streaming and Spanish-language platforms – for the 2022 edition of American football’s iconic annual Super Bowl, which takes place on February 13.

The company has filled its advertising quota across its linear NBC Sports, Spanish-language Telemundo and Peacock streaming platforms, and has said multiple 30-second ad slots have been sold for a record $7 million. 

Last year, CBS – which held live coverage rights for the 2021 Super Bowl, as part of a deal with NBC which also includes rival network Fox – raked in around $5.5 million for a similar 30-second slot. 

NBCU has said that only “a handful” of pre-game ad slots remain available, with all half-time and in-game opportunities taken.

Over 30 advertisers – 40% of the total – will have a Super Bowl presence for the first time, with categories including technology, insurance making their presence felt besides traditional sectors such as automotive, and food and beverage brands. 

Mark Mashall, president of advertising and partnerships at NBCU, said: “From Sunday Night Football to Football Night in America and through the nail-biting playoffs, we’ve seen an increased appetite for fans to watch the NFL across all our platforms. This multiplatform consumption has attracted even more advertisers who have the desire for the immediate scaled reach of sports.”

Super Bowl will be contested by the AFC champions Cincinnati Bengals and NFC champions Los Angeles Rams and takes place at the latter’s SoFi Stadium home in Inglewood, California.

The Rams become just the second team in NFL history to secure a home Super Bowl matchup.

NBCU currently holds NFL rights – alternating coverage of the Super Bowl with fellow US networks CBS and Fox, as well as showing regular-season and playoff games – through 2034, with an 11-year extension to its existing arrangement (which runs out in 2023) having been struck last year, 

Last year’s Super Bowl, between the Tampa Bay Buccaneers and the Kansas City Chiefs, secured a total average domestic audience of 96.4 million, taking into account viewers on both linear and streaming platforms.