SuperBowl

Fox adds commercial time to Super Bowl to accommodate more advertisers

Estimated cost per 30s spot by year (YoY change):
1) 2010 – $3.0M
2) 2011 – $3.1M (↑ 3%)
3) 2012 – $3.5M (↑ 13%)
4) 2013 – $4.0M (↑ 14%)
5) 2014 – $4.2M (↑ 5%)
6) 2015 – $4.4M (↑ 5%)
7) 2016 – $4.8M (↑ 9%)
8) 2017 – $5.0M (↑ 4%)
9) 2018- $5.2M (↑ 4%)
10) 2019 – $5.3M (↑ 2%)
11) 2020P – ≈ $5.6M (↑ 6%)

Super Bowl ad spend by year (YoY change) according to Kantar Media:
1) 
2015 (NBC) – $387M
2) 
2016 (CBS) – $414M (↑ 7%)
3) 2017 (Fox) – $498M (↑ 20%)
4) 2018 (NBC) – $411M (↓ 17%)
5) 2019 (CBS) – $412M (↑ 0%)

Minutes of ads per Super Bowl (# of spots) according to Kantar Media:
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)
6) 2018 – 51:20 (86)
7) 2019 – 49:31 (91)

Ad spot length during 2019 Super Bowl:
1) 30s – 51%
2) 1m+ – 28%
3) 15s – 11%
4) Other – 10%

The best part of the Super Bowl according to Civic Science:
1) Game – 40%
2) Ads – 32%
3) Halftime show – 16%
4) Food – 12%

More #1: Super Bowl LIV: Tracking every ad for 2020’s big game

More #2: Fox Sells Out of Super Bowl Ad Time Months Ahead of Event

More #3: Super Bowl Will Have Fewer, Longer Ad Breaks

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