Super Bowl halftime marketing began to gain prominence starting in the 1980s, when organizers of the event began looking for ways to capitalize on the high number of viewers tuning in to watch the game. Since then, brands have used the Super Bowl halftime as a platform to launch new products, promote their brands and capture the public’s attention with creative and entertaining ads. according to Mark Evans, head of sales at Fox Sports. prices continue to rise, in part, because other types of programs are moving to commercial-free streaming services, leaving advertisers with fewer ways to reach consumers.
As the cost of Super Bowl ads has risen, brands have increasingly invested in producing high-quality commercials and have sought innovative ways to interact with viewers through social media and other digital means.
The average price of a 30-second ad during the Super Bowl was $7 million for the second year in a row. The Super Bowl offers a unique opportunity for mass marketing on television. The average price of a 30-second ad was $2.4 million ten years ago, and $4 million ten years ago.
Big brands such as State Farm, Oreo, Popeyes, Uber Eats, Doritos, Hellmann’s and Pringles want to leverage the impact of advertising their products in front of more than 100 million viewers.
“Live events are still huge for advertisers, and they attract the most attention,” says Frank Maguire, vice president of Sharethrough, an ad integration platform.
Deadline’s Anthony D’Alessandro reports that we can also expect to see ads for big-budget movie premieres such as If, A Quiet Place: Day One, Deadpool 3, Wicked: Part One, Twisters and many more.
What do you think about this, and would you be willing to pay big bucks to promote yourself at the Super Bowl?
