Super Bowl ads are the most expensive TV commercials of the year. In fact, each commercial during the annual football extravaganza costs around $6.5 million according to Statista. Even more surprising? The average price for a 30-second commercial has decreased since 2000 by as much as 20 percent. But just how much do advertisers pay to take their brand’s product out into the public eye? Keep reading to learn more about how much a Super Bowl ad costs and whether or not it’s worth the hefty pricetag.
What is the average cost of a Super Bowl ad?
The cost of a 30-second Super Bowl ad varies wildly depending on the brand and the product being advertised. Some brands choose to forgo the Super Bowl in favor of a more targeted marketing plan, focusing on smaller, cheaper forms of advertising. Others, like Coca-Cola, invest more than $6.5 million per commercial; not all brands can afford these prices. Ad prices are often negotiated in the months leading up to the Super Bowl, and they can fluctuate significantly based on the day of the game (Sunday is generally the most expensive). As is the case with most things in marketing, the price of a Super Bowl ad also depends on the distribution method. In-game ads are extremely expensive, but they’re also much more widely viewed than online ads, and many brands choose to invest this way. But even at the lowest cost ($5 million for 30 seconds), it’s still a costly way to advertise.
How much does an ad run during the Super Bowl?
During the Super Bowl, 30-second commercials air twice: once during the first half and once during the second half. While there may be some variation in the length of each commercial, according to ESPN’s Super Bowl broadcast feed, the average duration of a Super Bowl ad is 30 seconds. Some brands may choose to run longer ads, but most don’t want their messages to run any longer than their target audience can sit still and watch. So how long is a Super Bowl ad really? It depends on the camera angle, lighting, and background – the same factors that determine the length of any other television show. At its core, a Super Bowl ad is no different from any other commercial.
How much does a 30-second ad typically cost?
The average cost of a Super Bowl ad is $5 million. This price varies depending on the day of the game, but it’s also affected by the number of advertisements scheduled to air during the show. For example, advertisers are forced to pay a much higher price to air during the game than during any other show on the network. In 2016, Budweiser’s 60-second ad during the Super Bowl cost $4.5 million. Other pricey ads included Volkswagen’s $15 million spot, Doritos’ $4 million ad, and Airbnb’s $3 million commercial. The cheapest Super Bowl ads? A 40-second commercial from GoDaddy (which aired during the game’s third quarter) and a 30-second spot from Audi.
When do advertisers pay for a Super Bowl ad?
Advertisers typically negotiate their Super Bowl ad prices in the months leading up to the game. The price is negotiated by the company that puts together the ad, the network that airs the game, and the production company that sets up the in-game ad. The dates of these negotiations are closely guarded secrets, but they may be leaked by the NFL or by the production company. However, the dates are typically shared before the Thanksgiving holiday.
Why is it so expensive to air during the Super Bowl?
Because the Super Bowl is such a prestigious event, advertisers are willing to pay a huge price to make it onto the screen. As the most-watched television show in the United States, the Super Bowl is also the most-watched programming of the year. The exposure is invaluable for advertisers, and the NFL assures them that every commercial that airs during the Super Bowl will be seen by an enormous number of people. According to the league, over 111 million people watched the Super Bowl in 2016. It’s worth noting that not all of these people are likely to be interested in the product being advertised. The Super Bowl attracts a wide range of viewers, from hardcore fans to people tuning in just to see the game.
Final Words: Is it worth paying $5-6 million for a 30 second commercial on Super Bowl Sunday?
While companies can certainly reap huge benefits from advertising during the Super Bowl, it’s worth remembering that the costs are extremely high. Even though the ads are widely viewed, only a small percentage of people are likely to be interested in the products being advertised. While a 60-second commercial during the Super Bowl will certainly get your brand in front of many people, it’s also important to remember that not all of those people are likely to be interested in your product.