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The Real Return Of Super Bowl Advertising Since 1967

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One measure that illustrates why the Super Bowl is the world's most valuable sports event brand is the cost to advertise on television during the NFL title game. Or, more specifically, the fact that advertisers have been willing to pay much more over the years for relatively fewer eyeballs.

During the first 51 Super Bowls, the average cost of a 30-second commercial during the game has increased to $5.13 million from $300,000, adjusted for inflation. The comparable figures for total Super Bowl advertising spending rose to $425.4 million from $12.7 million (click on the image of the table below).

What has been the return for advertisers? As measured by both ratings and viewers, the return has fallen sharply since 1967.

Advertising cost per rating point during the game has increased to $113,245 from $7,299 while advertising dollars spent per viewer has climbed to an average of $3.82 from 50 cents.

Forbes

Don't expect returns to increase this year when the New England Patriots play the Philadelphia Eagles on February 4 at U.S. Bank Stadium in Minneapolis. The cost of an average 30-second ad is expected to top $5 million despite the fact that fewer people are watching pro football than a couple of years ago.

But I expect the the Super Bowl to remain the top sports brand for as long as it continues to dominate all other live programming.

 

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