Super Bowl Eyes Nearly Half A Billion In TV Ad Dollars
- by Wayne Friedman , January 12, 2017
Fox’s airing
of the Super Bowl this year could draw nearly half a billion dollars in total advertising revenue. Kantar Media says the game looks to rise above its $445 million level in 2016 -- with national TV advertising dollars coming from pre-game, in-game and post-game coverage.
A year ago, in-game advertising totaled $369.6 million, with pre/post game advertising at $75.4 million. The $445 million total was up over 7% from the 2015 game. A similar or better gain would total just under $500 million.
Kantar says total commercial time in the event rose in 2016 -- to 49 minutes and 35 seconds -- after two years of declines. For 2013, the total commercial time was 51:40 in commercials; 49:15 in 2014; and 48:05 in 2015.
For this year’s game, Fox is pursuing deals at more than $5 million for a 30-second commercial, according to reports -- up from the $4.8 million average of a year ago, per Kantar. The NFC Championship game pulled in $2.2 million per 30-second commercial and AFC Championship, $1.8 million per spot, per 2016 estimates.
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Automakers continue to the big category in the game -- pulling in $86.4 million in 2016, coming from nine different auto brands. Six movie studios accounted for $28.8 million; and six food/candy companies spent $33.6 million.
Getting to be a waste of money! Smart advertisers would spend their dollars "around" the Superbowl and get all the audiences, especially the women who don't watch the game.