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Super Bowl spending to hit new high

News, 11 January 2017
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NEW YORK: Advertising expenditure at this year's Super Bowl is expected to top the total spend during the whole of the 1960s, '70s and '80s, according to a new analysis by Advertising Age.

The magazine projected spending on commercials during the 2017 game would reach a record $385m; by comparison, equivalent spending over the 22 years following the first Super Bowl in 1967 amounted to $299m; the cumulative total to date stands at $4.9bn.

The cost of a 30-second slot on Fox, which is broadcasting this year's game, is put at $5m or more, far ahead of the $40,000 being charged ($240,000 adjusted for inflation) in Super Bowl I.

Few ads have yet been released ahead of Super Bowl LI on February 5, but brands expected to be advertising include: Go Daddy, the web hosting company; Devour, the frozen food brand; Mars' confectionery brands Snickers and Skittles; Busch and Bud Light, AB InBev beer brands; automakers Audi, Honda, Kia and Lexus; Febreze and Mr Clean, the Procter & Gamble-owned household products; and Avocados from Mexico, the promotional body for the Mexican Hass Avocado Importers Association.

Pepsi, meanwhile, has recruited Lady Gaga to headline its half-time show and the soft drinks brand will also be promoting its zero-sugar variant.

Several high-profile advertisers of recent years have opted not to take part this time around, including automaker Toyota and snack brand Doritos.

The latter has had a long run of success with its annual "Crash the Super Bowl" ads involving user-generated content, and which last year it extended beyond the event itself to create a platform where people could pitch ideas all year round.

An analysis of Super Bowl content by Devra Pynes, VP/marketing & insights at Unruly, suggested that advertisers should avoid using celebrities, pre-launch the ad, promote the ad and trigger an emotion such as national pride or amazement.

"Emotional intensity is the secret sauce to generating audience engagement and video sharing," she noted.

Data sourced from Advertising Age, Adweek, CNBC; additional content by Warc staff

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