• Loading stock data...
Monday, June 30, 2025

The Bustling Business of Super Bowl Commercials

By: Trace Welch, @twelch88

Super Bowl Sunday is an unofficial national holiday in the United States of America. This day is marked with food, beverages, large gatherings, and of course, the most anticipated and expensive television commercial advertising event of the year. Many people take part in gatherings celebrating the championship of the most popular sport in North America. These viewers are there for varying reasons ranging from being a fan of the sport, viewing the extravagant concert that encompasses the halftime entertainment, taking part in parties celebrating the game, or an ever increasing reason of viewing, to see the extravagant, creative, and expensive television advertisements that dominate the media timeouts.

With the growing viewership numbers and the technological ability to create memorable advertisements, the commercials that are rolled out every year during the Super Bowl have entered the normal conversation that goes hand in hand with discussing the outcome of the game as well as the entertainment value of the halftime concert. This component of the Super Bowl has become a cash cow for the network that holds the broadcasting rights of the game, this year being The National Broadcasting Company, or better known as NBC.

The advertisements that take place during the Super Bowl have become almost as noticed and scrutinized as the game itself. Organizations pay a premium fee for creating an advertising scheme that tries to portray a clear message to viewers of the annual NFL championship game. As television viewership numbers of the Super Bowl have sky rocketed in the last two decades, and at an exponentially growing rate the last decade in particular, the cost of running an advertisement has risen significantly. Not only has the cost of an ad increased, but so has the pressure on an organizations marketing department to make sure that they are able to create a lasting and captivating advertisement that can clearly portray the message that they are trying to sell to the viewer.

The cost of a 30 second ad slot during the championship game this year will cost a company a reported $4.5 million[1], a pretty penny to pay to try and convey a message to potential consumers. The reported amount of money spent on total advertising costs for the 2012 Super Bowl was $262 million,[2] and that amount has only increased during the past 3 Super Bowls. These amounts show how big of a day the Super Bowl is for companies that have the budget/desire to purchase advertising space, as well as how much pressure must be on the marketing departments of these organizations to make sure that the value of their message is at least equal to the costs of that advertising spot.

The big business of Super Bowl advertisements will only grow in the coming years due to increased viewership, and a larger contingency of people that watch the game solely to consume the advertising. Multiple studies have tried to evaluate the percentage of viewers who watch solely for the commercials, one such study estimates that 78% of viewers look forward to the commercials more than the game itself.[3] Another such study featured by CNN has a much more conservative estimation, that 50% of viewers care more about the commercials than the game.[4]

Whatever number you believe is more accurate, it’s obvious that the television audience is significantly emotionally invested in the advertisements that take place during the game. This promises to only increase the importance of the advertisements during the game, increasing the costs of advertisement, applying more pressure to marketing departments to create an effective message, and creating a large profit for the company that holds the broadcasting rights to the game.

[1] https://sports.yahoo.com/blogs/nfl-shutdown-corner/2015-super-bowl-ads-will-cost–4-5-million-apiece-135554114.html

[2] https://www.forbes.com/sites/chuckjones/2013/01/29/super-bowl-ad-spending-hits-new-heights/

[3] https://www.usatoday.com/story/sports/ad-meter/super-bowl/buzz-meter/2014/01/14/ad-meter-story-this-just-in-people-still-mostly-watch-super-bowl-for-ads/4458163/

[4] https://www.cnn.com/2011/US/02/03/super.bowl.ads.commercial/

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Emmanuel Acho Set To Land Solo Show on Fox Sports

Rising star Emmanuel Acho is poised to land his own solo show at Fox Sports, say sources. He currently co-hosts FS1’s ‘Speak for Yourself.’
Sponsored

Varsity Partners Steps Up the Sponsorship Game with TBT Teams

TBT has thrived on innovation and forward thinking through its seven year existence —including being the first indoor U.S. sporting event to return to action during the pandemic with a 24 team bubble in Columbus,Ohio —brand sponsorships for teams was the next opportunity for growth.
Sponsored

Executive Roundtable: Putting Employees First

Best Employers in Sports, Charlotte Hornets, Miami Dolphins, remote work, diversity, inclusion, COVID-19, leadership, career development
Sponsored

Putting Fans At The Center of Your Data Strategy Post-COVID

The Portland Trail Blazers are one example of an organization offering a more personalized customer experience thanks to data.

Featured Today

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
June 27, 2025

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena
June 26, 2025

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.

What Rolapp’s NFL Exit Means—and the Top Candidates to Replace Him

NFL media boss Brian Rolapp leaves; the league hunts for his replacement.
May 23, 2025

New LPGA Commissioner: Women’s Golf ‘Really Hard’ to Find on TV

Former PGA of America COO Craig Kessler will lead the tour.
Gabby Thomas
exclusive
June 12, 2025

Grand Slam Track Cancels Los Angeles Meet As $30 Million Track Start-Up..

Sources close to Grand Slam insist money is not an issue.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
Donald Trump, Nick Saban
May 22, 2025

Proposed Trump College Sports Commission May Never Happen

The White House is not sure of its plans.
May 15, 2025

PGA Championship Tees Off With Free Food, Record Hospitality Sales

General admission includes unlimited food and non-alcoholic beverages.
Jun 12, 2019; Boston, MA, USA; St. Louis Blues center Ivan Barbashev (49) and right wing Vladimir Tarasenko (91) hoists the Stanley Cup after defeating the Boston Bruins in game seven of the 2019 Stanley Cup Final at TD Garden
May 15, 2025

The 10 Biggest Stanley Cup Upsets of All Time

Since the 1984–1985 NHL season, 10 squads have defied the odds.
Allyson Felix
May 1, 2025

Allyson Felix on Olympic Pay, Nike, and Track’s Big-Money Era

Felix talked to FOS about her push to help Olympic parents and more.