The big business of the Superbowl
“A million dollars for a 30-second spot!”
It’s been a famous line about Superbowl advertising for years. However, much like the “eight-cents-a-day” cost of the ABC, it’s a number that is sorely out of date.
At US$11 million, Chrysler's 'Born of Fire' commercial from 2011 is the most expensive Superbowl ad of all time
In fact, broadcaster Fox is jacking up the price of advertising during the Sunday spectacular (10.30am Monday AEDST) from US$4.7 million to US$5.0 million (AU$6.6 million) - or about AU$220,000 per second. Why? Because the Superbowl is the world's biggest one-day sporting event and is expected to generate revenue close to AU$1 billion.
By comparison, Apple’s famous ‘1984’ commercial (aired in the same year) cost US$250,000 to film and another quarter of million for the spot. That’s less than $1.2 million when adjusted for inflation - an ample demonstration of the Superbowl’s continued and increasing pulling-power.
For marketers, the actual broadcast is only one part of the story. Much like modern-day movie trailers, these ads are an event in themselves and, in 2017, the industry around Superbowl commercials extends well beyond the slot in which it is shown.
This Old Spice commercial (2010) spawned countless imitations and parodies that extended the life of the campaign
The explosion of social media means that teasers and competitions build hype up to ad’s airing. The final 30 seconds might be the end of an extended story or deliver a much-anticipated punchline. Even CEOs get involved by using their personal Twitter accounts to broadcast hints of what is to come.
T-Mobile CEO John Legere hints at the company's 2017 Superbowl commercial
Websites publish articles that rank the best of the commercials. The very best ads are seen in social media channels moments after being aired. As a vehicle to promote a product or brand, the Superbowl acts as an amplifier that can last at least 24 hours – a lot longer than the actual 30-second ad run.
VW's 2012 spot was one of the most successful in recent years with 17 million views on Youtube before being aired during the game.
All-in-all this is a sports spectacular that seems to be about everything except for sport itself. For those not familiar with the game it can look quite boring with very little in-play action. In a way, it’s a lot like chess, with the strategies that use each of the players like pawns on a chessboard in carefully crafted moves.
The good news for the NFL - and the companies that support it - is that means there is plenty of opportunity for commercials!