Super Bowl Economy: Marketers Spent $1.72 billion for 11 Hours of Ads Over the Past 20 Years
Advertising during
the Super Bowl game has accounted for 682 minutes (over 11 hours)
of commercial time
throughout the past 20 years (1987-2006), representing 221 different
advertisers, more than 1,400
commercial announcements, and translate into $1.72
billion of ad sales, according
to TNS Media Intelligence.
The top five Super Bowl advertisers of the past 20 years have spent $613.4 million on advertising during the game, accounting for 35% of total advertising dollars spent in the game.
|
TOP 5 SUPER BOWL ADVERTISERS 1987-2006 |
|||
| Rank | Advertiser | # of Years With Ads In Game | Ad Spend ($ millions) |
| 1 | Anheuser Busch | 20 | $250.8 |
| 2 | Pepsico | 20 | $190.0 |
| 3 | General Motors | 15 | $65.7 |
| 4 | Time Warner | 11 | $63.4 |
| 5 | Walt Disney | 7 | $43.5 |
| Top 5 Total | $613.40 | ||
| Source: TNS Media Intelligence | |||
The Price of Advertising: $2.6
million for 30-second spot this year
The cost of an advertisement in the Super Bowl has more
than quadrupled in the past 20 years, reaching $2.5
million in 2006 for a 30-second unit.
- For the 2007 game, CBS is reportedly fetching over $2.6 million for each 30-second spot.
- The ABC telecast of the 2006 Super Bowl contained a record amount of over 47 minutes of ads.
The most frequently advertised category the Super Bowl is not from beer, soft drinks and autos, but the perennial leader is promotional advertising from the network itself - almost one-fourth of all commercial time is a plug by the network for its own programming.
How Big is the Super Bowl
Vs. Other Sporting
Events?
The World Series is four to seven games. March Madness
peaks with the semi-finals and championship on its final
weekend, a total of three games. The Super Bowl, of course,
is a single telecast. And while the World Series may have a
higher advertiser retention rate than the Super Bowl, the
Super Bowl still rakes in more network TV ad dollars than
each of the other multi-game events.
|
MAJOR SPORTING CHAMPIONSHIPS NETWORK TV AD REVENUE ($ MILLIONS) |
|||
| Year | Super Bowl Game | World
Series (# games) |
NCAA
Basketball Final Four (# games) |
| 2001 | $ 136.4 | $ 136.3 (7) | $ 88.7 (3) |
| 2002 | $134.2 | $ 141.7 (7) | $ 101.9 (3) |
| 2003 | $ 124.7 | $ 124.9 (6) | $ 117.6 (3) |
| 2004 | $ 147.3 | $ 114.6 (4) | $ 126.4 (3) |
| 2005 | $ 159.2 | $ 147.5 (4) | $ 142.2 (3) |
| 2006 | $ 162.5 | $ 160.8 (5) | $ 154.7 (3) |
| Source: TNS Media Intelligence | |||
