The spreadsheet below lists Super Bowl ad prices for a 30 second spot over the past 48 year Super Bowl history (from it's first in 1967 through the 48th in 2014). As of Jan. 25, the spreadsheet has been updated with the respective national TV network airing that Super Bowl year (see the last column to the right of spreadsheet below). For those interested in a PDF version, a link will be available shortly or you may email me at gmbdaly [at] gmail [dot] com.
Interestingly, this 66.7% increase over the past 10 years (2014 - 2005) is the fifth lowest % increase in Super Bowl history compared to 1985 which has the highest percent increase at +377.5% for a 30 second spot at $525,000 versus $110,000 a decade earlier during Super Bowl 1976.
I wonder what this tells us about our economy. What do you think it means for the future of Super Bowl TV ad rates? According to a recent BusinessWeek blog by Eric Chemi, Super Bowl Ad Insanity Explained in Six Charts, assuming the average growth rate continues into the future,"my take is that rates can potentially reach $6 million in the 2020s, $8 million in the 2030s, and $10 million by 2040" says Chemi.
These stats are still speculative however given the recent % changes year to year averaging about $200,000 a year increases over the past few years, here is how I anticipate increases: $5 million by 2020, $6 million by 2025, and $7 million by 2030, $8 million by 2035, $9 million by 2040, and $10 million by 2045. Similar but about $1 million less than Chemi's take.
Stay tuned for my next blog which will include the Super Bowl XLVIII 2014 $ Ad Spend Grid.
Here is the link to the Super Bowl XLVII 2013 $ Ad Spend Grid.
The usual big ad players --Pepsi and Budweiser (Anheuser Bush)-- along with popular brands Toyota and Volkswagen -- are returning to the game but many in it for several years such as E*TRADE, Cars.com, GM Ford, and Subway are all out this year.
What do you think? Are the Super Bowl TV ads generating enough awareness and momentum for a brand? Can the $4 million price per 30 second TV ad be the reason why big brand, repeat advertisers are pulling out this year?
♦ AllThingsDigitalMarketing blog for Super Bowl 2014 Ad Spend Info http://myblog.allthingsdigitalmarketing.com/2014/01/2014-super-bowl-xlvii-commercial-tv-ads.html
♦ Watch Super Bowl 2014 commercials, www.superbowl-commercials.org/cat/2014
♦ Updated Super Bowl Odds for Every NFL Team Heading into Week 16, Bleacher report, http://bleacherreport.com/articles/1892519-updated-super-bowl-odds-for-every-nfl-team-heading-into-week-16
♦ 20 Most Effective Super Bowl Ads http://www.thedailybeast.com/articles/2013/01/31/20-most-effective-super-bowl-ads-video.html
♦ Fox Has Sold Its Super Bowl Ads At A Record High Price, Business Insider, http://www.businessinsider.com/fox-sells-out-of-super-bowl-ad-slots-2013-12
♦ The 6 Car Companies Spending Millions on Super Bowl Ads in 2014, The Motley Fool http://www.dailyfinance.com/2014/01/19/the-6-car-companies-spending-millions-on-super-bow/
♦ 5 Biggest Super Bowl Commercial Spenders, The Street, http://www.thestreet.com/story/12243655/1/5-biggest-super-bowl-commercial-spenders.html
♦Fox Says Super Bowl TV Ad Inventory Is Sold Out Variety, http://variety.com/2013/tv/news/fox-says-super-bowl-tv-ad-inventory-is-sold-out-1200917948/
♦ YOUTUBE SUPERBOWL 2014 ADS LIVE ALREADY http://www.superbowl-commercials.org/
♦ Major Beer Innovation Promised by Anheuser-Busch InBev NV (ABI), From Super Bowl 2014 Onwards, http://www.ibtimes.com/major-beer-innovation-promised-anheuser-busch-inbev-nv-abi-super-bowl-2014-onwards-1452172
♦ Bud Light Hotel To Float Into NY Aboard Norwegian Cruise Line For Super Bowl 2014, International Business Times, http://www.ibtimes.com/bud-light-hotel-float-ny-aboard-norwegian-cruise-line-super-bowl-2014-1457138
♦ Pepsi Get Hyped at Halftime page, http://www.pepsi.com/en-us/d/content/943/Pepsi---There-Since-the-First-#Halftime
♦ Bruno Mars to perform at the Pepsi Super Bowl Halftime show, http://www.pepsi.com/en-us/d/content/15534270/Bruno-Mars-to-Perform-at-the-Pepsi-Super-Bowl-Halftime-Show
Additional resources from 2013 Superbowl: AllThingsDigitalMarketing 2013 blog, http://myblog.allthingsdigitalmarketing.com/2013/01/super-bowl-xlvii-commercial-tv-ads-sold.html
♦ Super Bowl 2013 TV ads
♦ Super Bowl 2013 Ads on Facebook
♦ Super Bowl Commercial Time Is a Sellout, The New York Times
♦ AdAge Advertisers in Super Bowl 2013, AdAge
♦ UPDATED: Everything We Know About The Super Bowl ad Lineup So Far, Business Insider
♦ GM to Forgo Pricey Super Bowl Ads, Wall Street Journal
♦ Be a part of the USA TODAY Ad Meter panel!, USA TODAY
♦ Advertisers Give Sneak Peek of Super Bowl Commercials Online, CBS San Francisco
♦ Should Super Bowl Ads Be Released Early?, Sports Business Daily
♦ Some SUPERBOWL Ad Resources 2012, AllThingsDigitalMarketing Blog
♦ Kate Upton Mercedes Benz Super Bowl 2013 ad video, ABC
♦ Best Buy Banking on Amy Poehler To Break Its Super Bowl Ad Losing Streak, The Consumerist
♦ The Big, Big Business of Super Bowl XLVI, The Fiscal Times
♦ Super Bowl ads: Coca-Cola says goodbye to bears, hello to 'Mirage', Newsday
♦ Coca Chase 2013 Ad, Youtube; Vote on who you want to win at cokechase.com
♦ Doritos® Teddybear Prison themed ad “Crash The Super Bowl,” YouTube; This year a public vote will choose one Doritos ad to air during the Super Bowl
♦ How much did the 2013 finalists spend on their Crash the Super Bowl entries?, Video Contest News
♦ Super Bowl’s Greatest Commercials 2013, CBS Press Express
♦ Kate Upton stuns in a 'leaked' Super Bowl commercial, WTSP.com
♦ The Best Super Bowl AdMeters Ever, USA Today Ad Meter
♦ Super Bowl XLVII New Orleans Host Committee
♦ Super Bowl Ad Tracker: What to expect
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To request a pdf of the Super Bowl 2014 advertiser $ ad spend grid(photo left is a snapshot from 2013), simply email gmbdaly [at] gmail[dot]com with "FOX Super Bowl 2014 GRID" in subject line or visit this link at ____________.
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“Super Bowl TV $ ad costs through the years ” is part of the annual Super Bowl advertising insights ▲▲▲ series by Gloria Buono-Daly