Ahead of the National Football League (NFL) Super Bowl in the United States, the finalists are not the only ones counting on a touchdown (go).
Namely, companies and advertising agencies are counting on a touchdown because of the commercials that will be broadcast during the television broadcast of tonight’s Super Bowl, in which the Philadelphia Eagles and Kansas City Chiefs will play.
But how much will it cost to achieve that goal? On average, it will cost eight million dollars, and that for a 30-second commercial, Peter Bray, founder and executive creative director of the advertising agency Bray & Co., said in a statement to CBS.
He estimates that during the almost four-hour television broadcast of the game, there will be 51 minutes of commercials, which means that companies will pay a total of hundreds of millions of dollars for advertising.
A half-minute commercial cost seven million dollars last year and 2023, which is 55 percent more than in 2019. The total amount of all advertising will soon reach one billion dollars. Bray stressed that this has never happened before in the world, which speaks to the magnitude of this sporting event.
“It’s also the Super Bowl of the advertising industry. It’s the time of year when the public cares about advertising, so it’s an exciting time,” he noted.
He also pointed out that social media has made the Super Bowl telecast even more important.
“It’s actually made advertising at the Super Bowl more relevant than ever because with all these platforms, it’s very difficult to find a large audience at once. Someone would have to advertise on TikTok or Instagram. But now you might be doubling up because the audience on TikTok is 90 percent the same as on Instagram,” Bray explained.
This year’s Super Bowl, which is also expected to be attended by US President Donald Trump, is expected to be watched on television by 120 million people. To captivate these viewers, companies will use humor, emotion and/or a famous actor in their ads.
“Humor is a safe route for brands, and it makes sense if you don’t want to divide the public. Public figures are being used in advertising more than ever,” Bray said, adding that the cost of these figures in advertising is up to two million dollars.
The most expensive ad aired during the Super Bowl so far was Amazon’s in 2022. Namely, its production cost was $26 million. The cheapest was LifeMinders’ in 2000, which cost less than $5,000 to produce, CBS reports.
Photo: SuperBowl/X
