First OT in Super Bowl History Means $20 Million in Ad Revenue For Fox TV

New England Patriots fans weren’t the only ones cheering after their team’s stunning comeback Sunday night, as they tied the Falcons 28-28 sending the Super Bowl into overtime for the first time ever.

Fox had negotiated overtime ad spots with a handful of brands and was able to air four additional Super Bowl spots before Tom Brady led his team to a 34-28 victory in overtime. That added an estimated $20 million to the network’s Super Bowl ad revenue windfall, which was already going to be “the highest revenue day in Fox history,” Bruce Lefkowitz, evp ad sales, Fox Networks Group, told Adweek earlier this week.

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