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State of the Screens

Fox adds commercial time to Super Bowl to accommodate more advertisers

By February 6, 2020No Comments

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

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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