Cheer on your favorite commercial!
In just a couple of weeks, it will be time for you to cheer on your favorite commercial, er, I mean team. 2018 marks the 52nd return of the year’s biggest television event, Super Bowl LII. As we approach Super Bowl LII, we look forward to the parties, the wings, the cheering, and, of course, cheering on and judging our favorite commercials. This has taken on a life larger than the big game. The entire program has transformed into a spectacle from the half time performance to the advertising in between. Yesterday, we just found out that the New England Patriots (what a surprise) will be taking on the Philadelphia Eagles (yeah – a new team)!
Who is watching the game?
This game is one of the only television events where almost everyone is watching! It has developed into a huge reach vehicle, which has led to the $5.4 billion in ad spending over the last 52 years. The event’s adaptability to its many demographics is the cause of its consistent progression. According to Nielsen, last year’s Super Bowl had a viewership of over 111 million people nationally. Because you can watch it through your television, mobile, or laptop, ratings have sky rocketed and ad prices have inevitably gone up.
So how much is a commercial spot during the Super Bowl?
$419 million has been spent on advertising during Super Bowl LII this year. This event alone will capture 2.5% of broadcast network advertising for the entire year which doubles the share from 2010. Heavy hitters such as Coca-Cola, Doritos, Groupon, and Hyundai will be amongst the big spenders of your favorite commercial line up during this year’s game. How much did they spend? Well, the average cost for a 30 second spot this year was just over $5 million or $168,333 per second. On top of the cost of the time, advertisers spend millions additional for television production. After all, if you are investing $5 million for a :30 ad, you need to make sure your ad captures attention, stands out, is memorable and – most importantly – is responded to. Companies want to make sure their ad is your favorite commercial.
Though the ad time seems high, the return is worth it. What other TV event can you reach an entire country through 1 :30 spot? Additionally, the ads are shared on social media before and after the big game for even more of an impact. The NFL does not show any signs of slowing down and their fan base continues to grow, with the commercials becoming a huge part of that. So put on your favorite team’s jersey, grab the dip, and get ready to see advertising at its finest.
Bernie Levi, the author, is the Project Coordinator of Marketing Keys. While not a huge football fan, Bernie will be in front of the TV like the rest of the country watching this annual TV spectacle. And, one other thing, Bernie will be cheering on her favorite commercial.