Over the past 50+ years, Super Bowl has become the biggest advertising event of the year. Today, tomorrow, and Tuesday, we present our insights. Now, on to Super Bowl of advertising 2021.
For the10th time, we are reporting on the Super Bowl. To access more than 40 earlier posts, click here.
An Overview of the Super Bowl of Advertising 2021
To start, consider some Super Bowl trivia. The first Super Bowl was on January 15, 1967. Since the merger was not yet in effect, the matchup was between the National Football League (NFL) and the American Football League (AFL). As a result, CBS broadcast the NFL. And NBC broadcast the AFL. Thus, in 1967, for the only time, the Super Bowl ran on two broadcast networks. Due to the larger audience for CBS, it charged $42,500 for a 30-second commercial. In comparison, NBC charged $37,500.
After Super Bowl I, the telecasts have rotated among networks. For the 2020 Super Bowl, Fox charged $5.6 million per 30-second ad and attracted an audience of about 100 million viewers. Bloomberg reported that the revenue for Fox exceeded $400 million for just the game itself.
For the 2021 Super Bowl, CBS has sold virtually all ad slots at about $5.5 million. Pretty good considering the impact of the pandemic on companies. As Dade Hayes reports for Deadline::
ViacomCBS confirmed the status of sales and said a 30-second spot has commanded about $5.5 million, roughly in line with rates for last year’s game. Fox reported $600 million in revenue from Super Bowl LIV, including programming before, during, and after the game.
Many mainstays of Super Bowl advertising, companies like Anheuser-Busch, Coca-Cola and Pepsi, are taking a break from the action this year for various reasons. ViacomCBS said it had seen strength in categories like consumer products, automotive, financial services, and telecom
As the coronavirus pandemic continues to upend business and society, the NFL season managed to be a constant for sports fans, TV viewers, and advertisers. While many aspects of the games have been wholly unique — from empty stadiums to the lack of a preseason — the league managed to have its season unfold as it announced it would months ago. That’s a claim that other leagues can’t make..