Super Bowl ad price falls in commercial slowdown
Monday 11 January 2010
The price of a 30-second slot in the commercial breaks of this year’s Super Bowl has fallen for only the second time in the event’s history.
Advertisers are paying between $2.5m and $2.8m per appearance, to be broadcast during the American football championship game on 7 February, compared to an average cost last year that topped $3m.
The event is a bellwether for the advertising industry, and one of the last remaining opportunities guaranteeing a mass audience in an increasingly fragmented media landscape. An estimated 100 million viewers will tune in, and the ads are almost as much talked about as the game itself. Brands vie to air the funniest or the cleverest commercial, which can now have a long second life on the internet.
For the first time in 23 years, Pepsi is not advertising its soft drinks during the game, and General Motors, another major advertiser from previous years, is again not taking part, having dropped out in 2009 because of its financial difficulties. FedEx, too, another traditional advertiser, passed up the opportunity.
None the less, broadcaster CBS says it has now nearly sold out the 62 slots available – a better position at this distance from the event than rival NBC had managed last year.
The consulting firm TNS Media Intelligence, in a report on the cost of Super Bowl advertising, says that the recessionary environment meant that CBS needed to offer special deals to tempt advertisers, but it is still offers an unparalleled opportunity for brand marketing efforts. The cost of a 30-second slot is still one-third higher than a decade ago.
“The Super Bowl remains a singular event for engaging the broadest number of consumers at one time,” said Mark Nesbitt, president of TNS Media Intelligence. “Because it is viewed live and experienced by a majority of the country at the same time, a commercial presence on the broadcast has great significance and impact for a brand.”
- 1 Venezuela Expo Tattoo 2015: Extreme body art from 'Vampire Woman' to 109mm earlobes
- 2 Saudi preacher who 'raped and tortured' his five -year-old daughter to death is released after paying 'blood money'
- 3 Ball pool for adults opens in London
- 4 Amal Clooney gives excellent response to fashion question at European Court of Human Rights
- 5 Rashida Jones speaks out against male-centric porn saying 'women should have sex and feel good about it'
Boris Johnson claims porn-obsessed Islamic jihadists are 'literally w*****s'
Saudi preacher who 'raped and tortured' his five -year-old daughter to death is released after paying 'blood money'
Putin opponent reveals Russian President's daughter's secret identity
Ball pool for adults opens in London
Gay couple buy JebBushForPresident.com web domain, and refuse to sell
9 reasons Greece's experiment with the radical left is doomed to failure
Have we reached 'peak food'? Shortages loom as global production rates slow
Greece elections: Syriza and EU on collision course after election win for left-wing party
British grandmother Lindsay Sandiford faces execution by firing squad in Indonesia
Liberal Democrat minister defends comments suggesting immigration causes pub closures
King Abdullah dead: We can't afford not to hold Saudi Arabia's royals to account
iJobs Money & Business
£40000 - £50000 per annum: Recruitment Genius: This is an exciting opportunity...
£30000 - £35000 per annum + Benefits: Ashdown Group: Marketing Manager - Marke...
£13000 per annum: Recruitment Genius: This Pension Specialist was established ...
£23000 - £26000 per annum + Benefits: Ashdown Group: Market Research Executive...