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Super Bowl Advertising Trends
1. Cost to advertise during Super Bowl has risen sharply in recent years.
The Cost of Super Bowl Advertising
Year Cost for 30 Seconds
1967 $42,000
1977 $162,000
1987 $575,000
1997 $1,200,000
2007 $2,600,000
2014 $4,000,000
Super Bowl Audiences: Strong!
Year Number of Viewers (in 000s)
1967 26,750
1977 62,050
1987 87,190
1997 87,870
2007 93,184
2013 108,400
Super Bowl Advertising Trends
1. Cost to advertise during Super Bowl has risen sharply in recent years.
2. The Super Bowl has attracted “non-traditional” advertisers in recent years.
Super Bowl Advertising Trends
1. Cost to advertise during Super Bowl has risen sharply in recent years.
2. Non-traditional advertisers have appeared in recent years.
3. More commercials are part of integrated marketing campaigns rather than stand-alone spots.
Why Super Bowl Integrated Campaigns
• 44 million ad views of Super Bowl commercials will occur before the game
• 63% of Super Bowl viewers will use social media to enhance consumption experience
For Discussion
• What makes a Super Bowl commercial effective?
• What makes other Super Bowl commercials $4 million duds?
• 2013 Super Bowl Commercials
Why Super Bowl Ads May Be Worth the $
• 39% of Americans say ads are favorite part of Super Bowl
• 64% said that half or more of their conversations next day are about the commercials
• 21% said Super Bowl commercials are more memorable than those they see every day
Source: “Super Bowl: 39% Prefer Ads over Game” Marketing Daily, January 25, 2013.
Why Super Bowl Ads May Be Worth the $
• TV audiences have become fragmented; one-time events such as Super Bowl and Academy Awards are exceptions.
• Major live events such as Super Bowl are considered “TiVo proof” programs; viewers are interested in viewing commercials
• High audience reach makes it a good value… even at $133,000 a second!