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The Answers To Your Super Bowl Questions
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Hey Friends,
Many of you responded to yesterday’s email with specific questions around advertising and TV viewership metrics for the Super Bowl.
So today, I’m going to answer a few of the most popular ones.
Let’s get right to it.
Who Are The Most Popular Advertisers During the Super Bowl?
One of the more exciting parts about this year’s Super Bowl was that most of the companies paying $6.5 million to $7 million in ad money had never done it before.
Sure, mainstays like Bud Light, Doritos, Budweiser, Kia, Toyota, Nissan, Google, Taco Bell, and Verizon were still present. Still, NBC says that they had more than 30 new advertisers this year, representing 40% of the total advertisers buying commercial time.
Most Frequent Super Bowl Advertisers (2010-2020)
Bud Light: 26
Doritos: 19
Budweiser: 18
T-Mobile: 17
Coca-Cola: 16
Hyundai: 14
GoDaddy: 12
Kia: 12
Tide: 11
We all know crypto was the most-talked-about newbie—four crypto companies collectively spent about $35 million—but the rest were spread across industries like automotive, technology, travel, and fitness, with Carvana, Booking.com, Sam’s Club, Caesars Sportsbook, and Planet Fitness all advertising for the first time this year.
You can see the complete list of advertisers and commercials here.
How Much Do Advertisements Cost During The Super Bowl?
The Super Bowl attracts 100 million-plus viewers and is the most-watched TV event each year, enabling media companies to charge ever-increasing rates for ad slots.
This year, NBC charged companies between $6.5 million and $7 million for 30-seconds of air-time during the game. That was a Super Bowl record and represented an 18% to 27% increase over the $5.5 million CBS charged its partners last year.
Cost Of A 30-Second Super Bowl Ad
1967: $42,500
1970: $78,200
1975: $107,000
1980: $222,000
1985: $525,000
1990: $700,400
1995: $1.15 million
2000: $2.1 million
2005: $2.4 million
2010: $2.95 million
2015: $4.25 million
2021: $5.5 million
2022: $7 million
Some business operators publically laugh at the idea of spending $7 million (+ production costs) on 30-seconds of air-time. Still, data from 2021 indicates that brands saw an average return on investment (ROI) of $4.60 per dollar spent.
For context, a 30-second ad during the 2021 NFL regular season cost companies just over $400,000, and the total revenue exceeded $3.58 billion, per EDO Inc.
How Many People Watched The Super Bowl?
The Super Bowl drew an average audience of just over 112 million viewers.
That represents a 16% increase over the total audience for the 2021 Super Bowl and makes this year’s game the most-watched American TV broadcast in five years.
Here’s a breakdown of where people watched:
Linear TV: 99.2 million
Telemundo: 1.9 million
Streaming: 11.2 million
Total Audience: 112.3 million
As for local markets, Cincinnati led the way with a 46.1/84 rating, and Los Angeles found itself outside the top-10 with a 36.7/77 rating.
The halftime show with Dr Dre, Eminem, Mary J Blige, Snoop Dogg, and Kendrick Lamar was also popular, with 103.4 million viewers between 8:15 to 8:30 p.m. ET.
That is a 7% increase to The Weeknd’s performance last year.
How Many People Streamed The Super Bowl?
Super Bowl streaming numbers have become an interesting topic of conversation.
We all know that cord-cutting is a popular trend and that the shift to streaming feels inevitable, but with NBC putting the game on Peacock this year, we finally saw some substantial data to prove it.
In total, more than 11 million people watched the game through a streaming service, representing a nearly 100% increase from 2021.
The Super Bowl was also broadcast in Spanish on Telemundo for the first time, averaging an impressive 1.9 million viewers throughout the game.
What Can We Expect At The Super Bowl Next Year?
Super Bowl viewership numbers are hard to project a year out.
The players and teams competing in the game and the storyline that the media can craft play a much more significant role than most people realize. Still, I think it’s fair to assume that the over/under will be set somewhere near 100 million viewers and that advertisers will be paying more than $7 million for a 30-second advertising slot.
After all, the NFL isn’t slowing down anytime soon.
I hope everyone has a great day, and I’ll talk to you tomorrow.
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The Joe Pomp Show: My conversation with Jerod Mayo is live!
Jerod was the 10th overall pick in the 2008 NFL Draft. He played eight seasons with the New England Patriots, winning one Super Bowl, and is now a coach for the same franchise that drafted him 14 years ago.
We discuss:
Transitioning to the NFL
What it’s like playing for Bill Belichick
How much NFL players get paid in the playoffs
The future of athlete investing
Listen, subscribe, share & enjoy!
