Why Companies Spend So Much on Super Bowl Ads

A single 30s spot during the big game went for $5M and NBC is expecting north of $500M in total ad revenue.


$5M burning a hole in your pocket? Too late. Every spot is sold out!

NFL advertising during 2017 regular season:
1) Ratings: ↓ 8.0%
2) Cost per ad spot: ↑ 1.2%

Why does this matter? The average CPM $ for an NFL game increased 10% YoY.

Public service announcement. The average CPM $ for Facebook increased 20% over the same period!


Since 1995, Anheuser-Busch has spent $500M+ on Super Bowl ads.


Minutes of ads per Super Bowl (# of spots):
1) 2013: 51:40 (102)
2) 2014: 47:15 (96)
3) 2015: 48:05 (82)
4) 2016: 49:30 (83)
5) 2017: 51:30 (97)

Ad spot length during 2017 Super Bowl:
1) 30s: 63%
2) 1m+: 19%
3) 15s: 15%
4) Other: 3%

More:
1) Advertisers Pull Back on NFL Spending

2) How the cost of a Super Bowl commercial soared above $5 million

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