Are Super Bowl ads worth the $7 million price tag?
- A 30-second Super Bowl ad now costs $7 million
- The average advertiser saw $4.60 returned for every dollar spent in 2022
- Last year, Fox brought in more than $600 million in Super Bowl ad revenue
People ride a zip line above a sign for the Super Bowl ahead of the Super Bowl 58 NFL football game, Friday, Feb. 2, 2024, in Las Vegas. Las Vegas is scheduled to host the Super Bowl 58 on Sunday, Feb. 11, 2024. (AP Photo/John Locher)
Testing widget old system
(NewsNation) — A 30-second ad during this weekend’s Super Bowl will cost brands a reported $7 million and for many it will be worth it.
Even with the astronomical price tag — which has more than doubled since 2010 — Super Bowl ads consistently deliver strong returns.
According to a report from market research firm Kantar, the average Super Bowl advertiser saw $4.60 for every dollar spent in 2022.
The report found that one Super Bowl ad is typically as effective as 23 regular TV ads at driving brand perceptions.
Other research has found that advertisers see a 22% jump in word-of-mouth chatter, online and offline, in the week after the game and a 16% increase in the month after.
With a record 200 million U.S. adults planning to watch the big game, the NFL championship offers a one-of-a-kind opportunity for companies to reach a mass audience.
This year’s ad inventory sold out in November after Fox took in more than $600 million in advertising revenue last year, according to the Hollywood Reporter.
Advertisers will be hoping to capitalize on this year’s Taylor Swift effect, which has many young fans more interested in football, especially the Kansas City Chiefs.
The expansion of legal sports gambling could also boost interest. Nearly 68 million Americans are expected to bet more than $23 billion on Super Bowl LVIII — a 35% jump from 2023 estimates, according to the American Gaming Association (AGA).
This year’s Super Bowl between the Kansas City Chiefs and San Francisco 49ers kicks off at 6:30 pm ET on CBS.
