Marcus Derwin’s Post

For the second year running, the average cost of a 30-second ad spot during the Super Bowl $7 million. Despite businesses being more disciplined with their marketing budgets, and advertising spending slowing down in recent years, the cost of a Super Bowl ad continues to rise. Why? There is no guaranteed opportunity to reach more people than the Super Bowl, and the slice of every other pie keeps shrinking. In a media landscape that's becoming increasingly fragmented, the number of opportunities for companies to reach a mass audience through advertising on network television has dwindled. Popular shows have moved to streaming platforms, along with audiences. More and more, networks find themselves relying on live events, like award shows and sports, to draw viewers. #superbowl #advertising #brand #marketing #technology #leadership

For the second year in a row, the average cost of a 30-second ad spot during the Super Bowl was a whopping $7 million. While many businesses are tightening their belts and cutting back on marketing expenses, the cost of advertising during the Super Bowl continues to rise. Why, you ask? Simply put, there's no other opportunity that guarantees such a massive audience. With the slice of every other pie getting smaller, businesses are willing to pay top dollar for a chance to reach the millions of viewers tuning in to the big game. Are you surprised by the cost of a Super Bowl ad spot? Share your thoughts in the comments below.

Advertising during the Super Bowl has become as much a part of the event as the game itself. Super Bowl commercials are among the most expensive in the world. Advertisers pay millions of dollars for only 30 seconds of airtime during the game, justifying the exorbitant price tag to get their brand in front of a massive and engaged audience. Check out our favorite Super Bowl ads over the years and get inspired by how brands use the big game to advertise their businesses. Check it out here bit.ly/3OGQJft!

This year’s #SuperBowl broke records in advertising spending. But where do we think brands’ got the most bang for their buck? Check out this Basis Technologies blog taking a look back at the final NFL game of the year and evaluating which ads won the day. #NFL #Advertising #Blog

According to Statista, in the last 22 years the average cost of a single, 30-second TV ad during the Super Bowl has risen from $2.2M to $7M. That's a 218% increase and that figure doesn't include all the other costs associated with producing the ad, or the multi-year agreements most #advertisers have to sign with the National Football League (NFL). https://shorturl.at/zESW2 And that's just the average. The largest advertisers will spend upwards of 10x! For example, in 2021, Anheuser-Busch sat top of the list, spending $52 million on advertising during the big game. Given the expense, is it worth it? Well, the numbers don't lie. According to Kantar's "Super Bowl LVI Ad Effectiveness Report," the 2022 Super Bowl ads, for example, delivered an average ROI of $4.60 per dollar spent. https://shorturl.at/iklBC With over 50 advertisers airing commercials during the game and over 100M viewers seeing those ads, it's clear that spending $7M for one ad pays off for most advertisers, but, according to Jed Meyer Senior Vice President, Media Domain, at Kantar: "...the real media value in Big Game advertising comes from how the spot is amplified across a variety of channels. While having that hero anchor and #TV spot still is incredibly valuable and effective, the real impact lies in how those hero campaigns utilize more experiential and creative social media tactics to resonate with what’s happening socially and culturally. Those tactics get consumers to continue engaging with that campaign for days and weeks following the Super Bowl and drive additional ROI for the campaign.” And according to Statista again, 79% of the viewers consider the Super Bowl commercials as "entertainment" and not the same as the "regular" commercials they are subjected to in their normal daily lives. https://shorturl.at/crPR1 For me, that's the real win for advertisers; having convinced the viewing audience that somehow, these commercials are different than what we see every day on TV and online, making them a cultural phenomenon that captures the zeitgeist for a brief moment every year, and embeds their message in our brains. #advertising #business

The impact of your multimillion-dollar media buy can't end with the final whistle. My latest for @Adweek details a few tips for advertisers on how to leverage #SuperBowl creative as the lynchpin of a TV campaign that will help generate strong consumer engagement all year long -- with a few examples from brands like M&Ms, T-Mobile, and Booking.com. https://lnkd.in/euM6R7tJ Mars #BigGame #SuperBowlLVIII #advertising

$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It. Sunday, the Kansas City Chiefs will be fighting to defend their title against the San Francisco 49ers; a rematch from the 2020 Super Bowl. As the largest US sporting event of the year, there is a huge opportunity to make your name known. According to CBS News, a Super Bowl ad will cost about $7 million for a 30-second spot! Celebrities dream of being in these ads to cement their legacy, and will be answering phone calls from brands to be in these ads. Social media platforms will also be ablaze with real-time updates, fan engagement, and special guest performances featuring Usher during the half time show! Add on the fact that Taylor Swift will be in attendance, and you’ve got a recipe for one of the highest watched programs of the year. From million dollar commercials to the biggest football game of the year, this week is sure to be one to remember! Who are you rooting for to win this year’s Super Bowl? #superbowl #media #advertising #socialemediamarketing

Top ad trends from the Super Bowl The Super Bowl is one of the few events that a majority of Americans watch live — a fact not lost on advertisers. Among the trends on display during Sunday's broadcast of the big game this year: More celebrities, more ads targeting young women (thanks to Taylor Swift!), and more expensive slots. Forget the flashy gimmicks; many of this year's ads played it safe, focusing on nostalgia, humor, and comfort. Thanks for highlighting the key ad trends from this year's Super Bowl, Bobby! The increase in celebrity appearances, notably Taylor Swift, reflects advertisers' efforts to engage young women—a demographic with significant purchasing influence. This year, ads leaned towards nostalgia, humor, and comfort, resonating with viewers seeking familiarity and connection amidst uncertainty. Despite the higher costs, Super Bowl ad slots remain a coveted investment, showcasing the enduring power of storytelling in captivation. As advertising strategies adapt, it'll be interesting to see how brands continue to innovate in future broadcasts. #ads #cost #broadcast

#SuperBowl advertising is approaching. While the first priority for brands on this February seems to be the #Lunarnewyear or #chinesenewyear, on the 11th February it's time for the unique high-stakes environment in the world of marketing. If you are targeting The U.S., and you want to gain interest by the american customers...🌎 SuperBowl is what you should consider. You will have: 🏈 A large, wide audience (over 100 million viewers), 🏈 A giant one-time investment ($7 million just for the 30 seconds of media time, according to last year's information), 🏈 A rare window of undivided consumer attention, that is going beyond the TV... 🏈 YouTube has become the media where everyone from allover the world is looking for the advertisements. From the latest one to the newest: even in the extended versions! And I don't forget to mention the #halftimeshow: this year it will be the time of Usher. Who is gonna dress him? I've already few hints... #digitalcommunication

In her latest for AdMonsters, Amy Leifer, Chief Advertising Sales Officer, navigates our ever-evolving media ecosystem, from conquering CTV like a pro to leaning into innovative new ad formats. Read more on what marketers should keep in mind and how to prepare for the year ahead. #ctv #advertising #innovativeadvertising