As of this first full week of December, it looks like Fox has already sold out approximately 90% of its 2017 Super Bowl broadcast’s commercial airtime. So if anyone thought the extra-elevated price tag of thirty seconds worth of Super Bowl LI commercial real estate would scare advertisers off, they were wrong. Sort of…

The fact is that, by this time last year, CBS was nearly 100% sold out of Super Bowl broadcast airtime, so in fact Fox is lagging a bit behind. (Indeed CBS was nearly sold out in early November of 2015.) Maybe that is indeed the cost of the commercials this year, which are priced north of five million dollars per half-minute slot. But it could also simply be a bit of caution on the part of the brands waiting in the wings, which want to be certain they are happy with the slots they produce before committing to the exorbitantly priced airtime.

We’re sure that, one way or another, the 2017 Super Bowl broadcast will be filled with commercials before the February 5th kickoff. We’re just not sure who will one in the lineup yet, and neither is the Fox Broadcasting Company.