30 Jan Super Bowl 2018 Commercials
Every February there is one event that many look forward to (and no it’s not Valentine’s Day). It’s Super Bowl Sunday! There’s food, football, friends, family, and, most importantly, commercials. Whether you are a football fan or not, everyone tunes in. The Super Bowl has become the most watched event on television, beating out M*A*S*H’s final episode in 2010, and continues to break its own record every year. That’s a lot of eye balls on one event.
It has become the perfect opportunity for advertisers to get their products seen, but at a price. In 2017 it cost upwards of $5 million to get an ad played during the game, with this year’s price tag reportedly being between $5 million and $5.5 million. That price secures a 30 second spot during the game that your ad will play in. There are a lot of factors that go into how much companies pay for their spot; it depends on when during the game it plays, if the company is a repeat customer or joining for the first time, and how long the spot is. Companies also spend money making the commercials themselves. They bring in high profile directors and A-list celebrities to add value. This year actors like Matt Damon, Morgan Freeman, Peter Dinklage, and Tiffany Haddish are confirmed to appear in commercials for Doritos, Stella Artois, and Groupon, with more surprises to come. With so little time to showcase your company and product, the quality of the commercial better be good. Once you add all those extra costs, it has been reported that companies will spend about $30 million on a Super Bowl commercial. It is the biggest opportunity for advertisers but as the cost goes up, is it really worth it?
There are pros and cons to doing a Super Bowl commercial. One con is that a lot of money is spent in 30 seconds. When the Super Bowl was first played in 1967, a 30 second commercial cost $42,00. That price has jumped to millions of dollars in the last 10 years and is only expected to continue to rise. For smaller companies, they spend their entire advertising budget on this one commercial. Since it costs so much for a spot, everyone is essentially doing the same thing, bringing their A-game to make funny, cameo filled commercials. So, how does one company make themselves stand out? There are those select few commercials that everyone talks about the next day. However, just because they remember the commercial doesn’t mean they remember whose commercial it was. So, after spending all that time and money, a companies’ ad could be the most talked about one the next day, but no one knows whose it was. Still worth it?
The biggest pro is that companies get to promote their products on the biggest platform on television and in front of every demographic all at once. Another pro is that the Super Bowl is the rare occasion where people actually watch the commercials. People rely more on DVR and streaming services for their television content, skipping commercials in the process. However, when it comes to the Super Bowl, the commercials are an event all their own; people look forward to them. Most only watch the game for the commercials, so it’s the best time to advertise.
While the price continues to rise, companies ask themselves if it is worth 30 seconds. Yet, they keep paying the ridiculous price becomes they know what kind of opportunity the Super Bowl presents. Millions watch the game for many reasons but as long as one of those reasons are commercials, we will continue to have them to look forward to.
Tune in February 4th when the New England Patriots take on the Philadelphia Eagles for all the action!