Super Ad Prices





Recent Posts


The Super Bowl is one of the most- watched television shows of the year.  Over 150 million people are expected to watch this year's Super Bowl. Those managers that see the Super Bowl as a brand-building opportunity will pay an average of $3.5 million for each 30-second television advertising spot.

Kirk Wakefield, Edwin W. Streetman Professor of Retail Marketing, Hankamer School of Business, Baylor University explains the cost in a CommPRO.Biz blog. "The average CPM (cost per 1000 households) during primetime TV was just over $22 this past year. The CPM for the Super Bowl is over three times that at about $76." He goes on to explain that "the advertising waste spent communicating to an audience not in the market makes the effective CPM multiples of the already bloated $76 CPM." Professor Wakefield says that a Super Bowl ad can be successful if "the brand is related, prominent, and adds value to the event."

The decision to spend $3.5 million on a 30-second Super Bowl commercial reminds me of John Wanamaker (1838-1922), a Philadelphia retailer, who is often quoted by businesspeople today. "Half my advertising is wasted, I just don't know which half."

Some of this year's Super Bowl advertisers are Anheuser-Busch, Chevrolet, and Coco-Cola. Which ads are your favorites? Will you buy the product advertised? Are the Super Bowl ads worth the price?

You must login to your account to comment. If you do not have an account, please register to enjoy the full benefits of the site!