Much has changed since 1967 if you’re looking to produce a commercial for the Super Bowl viewing audience.
On February 12th, Philadelphia Eagles and Kansas City Chiefs fans will tune in to Super Bowl LVII to cheer their respective teams on to victory. Football’s biggest game isn’t just for football fans though, as some of the more casual viewing audience will tune in just to see the commercials. Exhausted fans take breaks during the TV timeouts, but football’s biggest game is never short of a few new and creative ads from companies.
Every year, consumers have all of their emotions touched as advertisements range from humorous to thought-provoking to downright confusing.
Our friends at FanDuel are going so far as to have four-time Super Bowl champion Rob Gronkowski kick a field goal during the live event. If he converts, users of the app will receive a share of $10 million in free bets. Check out the teaser below!
Gronkowski won’t be the only sports star in a commercial this year as former Dallas Cowboys quarterback Tony Romo, tennis legend Serena Williams, Football Hall of Famer Deion Sanders, and many more will join in on the fun at some point during football’s biggest game.
Expect to see some celebrities as well: Bryan Cranston, Miles Teller, Anna Faris, lead singer of Foo Fighters Dave Groh, Ozzy Osbourne, Meghan Trainor, and many others will grace screens on February 12th.
So, how much are these advertisements costing their creators in 2023? Let’s look at how much these companies are spending and why it’s worth it that they do so.
Businesses are shelling out millions of dollars for spots during the Super Bowl broadcast.
According to Ad Age, The price of showing a 30-second ad in SBLVII will be seven million dollars. That’s a bump from last year, with a price tag of 6.5 million.
Believe it or not, it wasn’t always that expensive for an ad, as in 1967, companies paid $42,500 to get a spot during Super Bowl I. Check out how much the price has ballooned over the years.
So, why do these advertisers pay so much for a 30-second spot? They do it because the NFL’s biggest game of the year is watched by hundreds of millions of people. Catching someone’s eye could potentially guarantee tons of new consumers for their products.
According to NBC digital writer Kristi Conti, 99.18 million people watched last year’s Super Bowl, one featuring Matthew Stafford and the Los Angeles Rams and their triumph over Joe Burrow and the Cincinnati Bengals.
That’s close to 100 million people who were able to see companies’ ads and persuade them to check out their products.
Once the business lands the Super Bowl spot, it’s more than just having it air on the day of the game. There’s now a whole build-up to the ad with teaser commercials during the late half of the football season.
Promotion is key for the million-dollar Super Bowl commercial.
Social media has created an additional avenue for companies to reach more viewers for their ads before the big match, during, and after. We’ve seen teasers as well as online engagement from users. Those same people will tune in to see the full commercial drop on February 12th. They’ll also respond on social media. You can expect a few spots to go viral.
Some spots can be seen early. It appears many advertisers don’t have the patience to wait until game day. Many commercials are already online to watch.
CBS hosts a countdown of the greatest Super Bowl Commercials every year. In the show, the hosts also show a clip of the upcoming ads in this year’s game. Talk about more free advertising for businesses.
The following Monday has often provided the backdrop for discussions/critiques on morning talk shows, daytime talk shows, and late-night talk shows, which keeps the interest buzzing around the creating organization’s product on people’s minds and in conversations.
Companies know that one ad could last a lifetime in people’s memories. Who doesn’t remember the Budweiser’s Clydesdales commercials or the baby selling stock for E-Trade? Another iconic spot is Pittsburgh Steelers legend Joe Greene’s 1979 Coca-Cola Super Bowl commercial. Take a look at the commercial down below!
There may be a losing team on February 12th in the Super Bowl, but the advertisers are hoping they create a winning commercial that will keep them rolling in cash for a long time.