Fox earned an additional $20 million with the Super Bowl advancing to overtime.

Fox had negotiated overtime ad spots with a handful of brands and was able to air four additional spots before the game concluded.

The overtime period gave Fox an additional ad pod, in between the overtime coin toss and the beginning of play. Fox aired four spots in that pod: two spots that had aired earlier in the game (Hulu’s ad for The Handmaid’s Tale, the first time it bought a Super Bowl ad for an original series, and Sprint’s “Car” spot), and two new ads (for Proactiv and SoFi; both spots also ran during the postgame show).