🛒 Global Retail Media Lead | LinkedIn Top Voice | Consultant | IAB Retail Media Committee | RETHINK Retail Top Retail Expert 2024 | Cannes Lions Juror | Ex. CitrusAd, Criteo, WPP & Omnicom | Marketing BSc & MBA
As the Kansas City Chiefs and San Francisco 49ers prepare to meet at the Allegiant Stadium in Nevada for one of the biggest sporting events of the year. Marketers are also limbering up - the Super Bowl remains a rare unifier, drawing hundreds of millions of eyeballs simultaneously to a single event. And, getting in front of those eyeballs remains prohibitively expensive... despite TV viewership slipping from its peak a decade ago. This year, brands are shelling out $7 million for 30 seconds of airtime, more than 165x the $42,000 that the same slot would have set you back at the first Super Bowl in 1967. Even once you adjust for inflation — which would turn that $42k from 1967 into a $383k expense in 2023 — it’s easy to see that Super Bowl ads have become a cultural spectacle in and of themselves, with a massive 25% of viewers planning to focus more on the ads than the actual game. Kantar estimates that the investment is actually worth it, with every $1 spent on a Super Bowl ad reportedly yielding a return of $4.60 - music to the ears of the producers behind the 70 high-budget commercials that will be airing on game day. There is an expected surge in female viewership this year, likely due to Taylor Swift's influence, with brands such as Dove, L'Oréal, and E.L.F. BEAUTY all gearing up for their moment in the limelight during the breaks. #advertising #marketing #superbowl #superbowl2024 #SBLVIII #nevada #lasvegas #NFL #americanfootball #usa #america #agency #media National Football League (NFL) Source: Chartr
