Super Bowl Sunday is not only famous for the big game that determines the NFL champion.
There is also great interest in the commercials shown during the broadcast of the game, which will reach an audience of more than 100 million people this year.
A 30-second commercial during Super Bowl LIV, to be played on February 2 in Miami, cost between $5 million and $5.6 million. FOX, the television network responsible for broadcasting the event, announced that all of its advertising slots had been sold since last November, something that happened for the first time in five years.
It is clear that the advertisements have become almost as important as the event itself.
The first NFL title game was played in 1967: Green Bay beat Kansas City 35-10 in Los Angeles. In that edition, a 30-second commercial cost between $37,000 and $43,000, and the average viewership was 25.5 million people.
Just seven years later, the price for 30 seconds of commercial space exceeded the $100,000 mark. For the 14th edition of the championship game, advertisers paid up to $222,000, and the average audience was 76 million viewers.
By the 1994 season, the cost of a 30-second commercial during the Super Bowl had exceeded $1 million, after 29 editions of the big game.
Average cost per 30-second commercial during the Super Bowl 2008-2018 (millions of dollars)
But what is more important to consumers: the game itself or everything that surrounds it?
According to a survey by the National Retail Federation (NRF), in which respondents were asked what was the most important part of the Super Bowl, less than half answered that it was the game itself (43%). Commercials were considered the second most important part of the event, with 23%.
UNFORGETTABLE COMMERCIALS
During Super Bowl XVIII, Apple launched its commercial called "1984." Just producing it cost around $370,000, plus the million dollars they paid for one minute of airtime.
It was a great investment, as the ad would have been seen by 85 million people and is considered the most famous in the history of the game.
Other memorable commercials were:
- McDonald's: Larry Bird vs. Michael Jordan – The Showdown (1983).
- Volkswagen: The Force (2011).
- Coca-Cola: "Mean" Joe Greene (1980).
As you can see, paying for advertising is not an expense, but a good investment.
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