It cost between $37,500 and $42,500 for an entire 30-second television commercial during the first Super Bowl in 1967. It would cost you $183,000 for just one second of commercial time on this February’s Super Bowl 55. It’s no wonder many wonder if it’s actually worth it. Before you reach a conclusion, consider that the companies who cough up that kind of cash aren’t exactly in need of stimulus. The 2021 halftime sponsor PepsiCo had worldwide net revenue of $67.16 billion in 2019. Most advertisers can easily absorb the cost regardless of how the single-day campaign actually performs. That said, no other event attracts as large and as diverse an audience. Super Bowl advertising doesn’t just work, it works wonders.
Cute puppies and Clydesdales
From the last episode of M*A*S*H, to the last episode of the Big Bang Theory. From coverage of the moon landing to Olympic coverage, royal weddings, the World Cup, and award shows. All of these are huge events, must-see TV, and the audiences are big. But, you don’t hear about people tuning in to those just to watch commercials. About 25% say they watch the Super Bowl just for the ads.
Stats we saw on marketingcharts.com say 41% of those who saw Super Bowl commercials last year were interested in finding out more about a particular brand. 42% said an ad convinced them to make a purchase. That is compelling enough to make accountants approve.
About 100 million viewers will tune in and, according to a CNBC survey, 97% agree or strongly agree with the statement that they “enjoy Super Bowl ads.” Brands usually do a good job creating spots that focus on the relatable and the heartwarming. It’s hard to resist the friendship between a cute puppy and a Clydesdale.
Goal Posts
Another factor is social media. More than 44 million social media interactions took place on Facebook, Instagram, and Twitter during the game, making it the most “social” telecast over the past year. Activity peaked right after halftime as fans critiqued performances. Jennifer Lopez had 2.2 million engagements, while Patrick Mahomes had more than half a million.
A Long Gain
The bulk of a Super Bowl ad budget is devoured by the buy and that price can go up if you add streaming to the mix or “official sponsor” to your brand. The cost of actually filming a commercial isn’t peanuts either. Since commercial length now varies from 30 seconds on broadcast to more than a minute in the digital world, production costs can reach well into the millions. But, the benefits also extend beyond the game. An article in Marketing Science by Wesley Hartmann of Stanford University and Daniel Klapper of Humboldt University in Germany says there’s a substantial increase in sales down the road. In markets where Super Bowl viewing was high, commercials aired during college basketball’s March Madness, NBA games and Major League Baseball performed better.
Super Bowl Sunday is a canvas most brands and marketers never get to paint on. Those who do get a lot more than paint by numbers.
Keep your eyes on your Inbox for our traditional Super Bowl edition of the Insider.