Every year the Super Bowl locks in millions of fans, which means this is the best time to put out your ad. Super Bowl games have become one the most watched broadcasts in the U.S. It is an unofficial national holiday for fans and for advertisers. With most platforms such as Netflix, Hulu, and HBO Max where you can avoid long ads, the Super Bowl is one of the only times when people are excited to invest their time into watching commercials. Super Bowl commercials are more expensive than ever, but for most advertisers it is the best deal they can ever come across. Let’s dig into why advertisers are willing to spend millions on a 30-second ad.
The Super Bowl ads receive buzz from multiple channels, campaigns, and social media platforms. For the 2022 Super Bowl, reporter Kimeko McCoy went over what a $6.5 million ad budget can buy you on each digital media platform. You can receive 650 million impressions on Facebook, 845 million impressions on TikTok, 915000 clicks on an Instacart search ad, 4.2 million google search clicks, and 1.7 million clicks on Amazon-sponsored display videos.
As football viewership increased, the cost of putting out a 30-second ad on the NBC network skyrocketed.
|
Year |
Price |
|
1967 |
$37,500 |
|
1980 |
$222,000 |
|
2000 |
$2,000,000 |
|
2023 |
$7,000,000 |
Why do companies pay a hefty fee for a 30-second ad? According to a research study about the Super Bowl performed by Assistant Professor Linli Xu from The University of Minnesota, who specializes in advertising, advertisers saw a 16% increase in total word-of-mouth during the month of the game. A week after the Super Bowl, the total word-of-mouth increased by 22%. On the day of the game, there was about a 68% increase. Professor Linli Xu states that previous research “shows there really isn’t a boost in sales after Super Bowl ads air, but there are immediate spikes in online searches.” and that paying millions for an ad “could help a firm reach its goal of increasing brand awareness or staying connected with its customers.”
Kantar’s Sports MONITOR’s fan insight service also found that commercials were the third-most-popular aspect of watching the Super Bowl. As a result, the ads consistently deliver a high return on investment. Kantar research found that in 2021, the ads delivered an average ROI of $4.60 per dollar spent by popular brands such as Mountain Dew, Verizon, T-Mobile, and General Motors.
The Super Bowl commercial craze shows the importance of the marketing world and how important engagement and the use of media is evolving in the world. Nothing else compares to the Super Bowl, so if you want to put out an ad in front of millions who are focused on the game then start building your $7,000,000 budget.
By: Stephanie Atkinson
Sammis|Ochoa is a Texas-based public relations and digital marketing firm. We believe transparency and accountability are hallmarks of smart business. Our firm serves San Antonio, Houston, and Austin. To connect with us visit www.sammisochoa.com or call 210.390.4284.
