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State of the Screens

Super Bowl LV Advertising: By the Numbers

By February 8, 2021No Comments

Estimated cost per 30s spot by year (YoY growth) according to Nielsen Media Research:
1) 2011 – $3.1M (↑ 5%)
2) 2012 – $3.5M (↑ 13%)
3) 2013 – $3.8M (↑ 9%)
4) 2014 – $4.0M (↑ 5%)
5) 2015 – $4.3M (↑ 6%)
6) 2016 – $4.5M (↑ 6%)
7) 2017 – $5.0M (↑ 11%)
8) 2018- $5.2M (↑ 4%)
9) 2019 – $5.3M (↑ 2%)
10) 2020 – $5.6M (↑ 6%)
11) 2021P – ≈$5.5M (↓ 2%)

Average Super Bowl Ad Costs 1067-2020

Super Bowl in-game ad spend by year (YoY growth) according to Kantar Media:
1) 2015 (NBC) – $322M
2) 2016 (CBS) – $376M (↑ 17%)
3) 2017 (FOX) – $430M (↑ 14%)
4) 2018 (NBC) – $341M (↓ 21%)
5) 2019 (CBS) – $339M (↓ 1%)
6) 2020 (FOX) – $449M (↑ 33%)

Minutes of ads per Super Bowl (YoY growth) according to Kantar Media:
1) 2013 – 51:40
2) 2014 – 47:15 (↓ 9%)
3) 2015 – 48:05 (↑ 2%)
4) 2016 – 49:30 (↑ 3%)
5) 2017 – 51:30 (↑ 4%)
6) 2018 – 51:20 (↓ 0%)
7) 2019 – 49:31 (↓ 4%)
8) 2020 – 51:15 (↑ 4%)
9) 2021P – 46:00 (↓ 10%)

Network Ad Time in the Super Bowl Game

Mrs. Screen’s early pick for best commercial goes to the collaboration between Jeep and Bruce Springsteen.

Video: Jeep® | The Middle

More: All the 2021 Super Bowl Commercials

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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