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State of the Screens

Why Companies Spend So Much on Super Bowl Ads

By February 4, 2018No Comments

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%

1) Advertisers Pull Back on NFL Spending

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

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.