- The cost of a 30-second commercial during the Super Bowl has reached a record high of $7 million.
- Advertisers are also paying $4 million for pregame ads.
- The cost of a 30-second ad has increased 185 times since the first Super Bowl in 1967.
- Inflation-adjusted, this increase is significant and surpasses the rise in prices of everyday items.
- The popularity of NFL games makes the Super Bowl a highly sought-after platform for advertisers.
- Commercials for this year’s Super Bowl are expected to be light and nostalgia-filled.
- Last year’s Super Bowl had a record 115.1 million viewers.
- The San Francisco 49ers will play the Kansas City Chiefs in Super Bowl LVIII on Feb. 11.
The cost of advertising during the Super Bowl has reached unprecedented heights this year. Advertisers are shelling out a jaw-dropping $7 million for a 30-second commercial spot, and even $4 million for pregame ads. This surge in cost has been driven by the immense popularity of the event, which attracts millions of viewers and offers unparalleled exposure for brands. Let’s delve into the implications of this price hike and explore how it compares to the cost of other everyday items.
The Skyrocketing Cost of Super Bowl Commercials
A Staggering 185x Increase
According to a research paper from BofA Securities, the cost of a 30-second ad during the Super Bowl has increased 185 times since the inaugural game in 1967. Back then, advertisers paid a mere $37,500 for the same duration. Even considering the effect of inflation, this surge is remarkable.
A Comparison to Everyday Items
To put this increase into perspective, imagine if everyday items had inflated at the same rate. Chicken wings, a popular Super Bowl snack, would cost a staggering $43 a pound today, compared to just 23 cents a pound in 1967. A six-pack of beer would set you back an eye-watering $340, and a gallon of gas would cost $61. The price of a Super Bowl commercial has far outpaced the rise in prices of these common commodities.
The Super Bowl as an Advertising Mecca
It’s no surprise that advertisers are willing to pay such exorbitant amounts for Super Bowl commercial slots. The NFL consistently dominates television ratings, and 93 out of the top 100 most-viewed shows in 2023 were NFL games, according to Nielsen. With the cable TV ad market shrinking, the Super Bowl has become an unparalleled opportunity for brands to reach a massive audience in one fell swoop.
Light and Nostalgia-Filled Commercials
This year’s Super Bowl commercials are expected to take on a lighter tone and focus on nostalgia. Kimberly Whitler, a marketing professor at the University of Virginia’s Darden School of Business, highlights that marketers have realized the importance of entertainment, enjoyment, and escapism in capturing viewers’ attention. With Super Bowl commercials becoming highly anticipated cultural moments, brands are aiming to create memorable and enjoyable experiences for the audience.
The soaring cost of Super Bowl commercials is a testament to the event’s unmatched popularity and the value it holds for advertisers. As the price tag continues to climb, it’s important to reflect on the significant increase over the years. The Super Bowl has become a platform for brands to leave a lasting impression, and this year’s commercials are expected to be no different. Let’s sit back, enjoy the nostalgia, and see which ads capture our attention during the big game.