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SBD/Issue 89/The Back of the Book
Super Bowl Ad Cost History, Nielsen Ratings/Viewership Trend
Published January 27, 2009
NBC is selling 30-second ad spots for a reported $3M each for Super Bowl XLIII this year. The chart below lists ad prices from Super Bowls in past years, along with costs adjusted for inflation (THE DAILY).
|
SUPER BOWL AD COST HISTORY
|
||||
|
YR
|
SUPER BOWL
|
NET
|
30-SECOND
AD COST |
ADJUSTED
FOR INFLATION** |
|---|---|---|---|---|
|
'09
|
XLIII
|
NBC
|
$3.0M
|
$3.0M
|
|
'08
|
XLII
|
Fox
|
$2.7M
|
$2.7M
|
|
'07
|
XLI
|
CBS
|
$2.4M
|
$2.4
|
|
'06
|
XL
|
ABC
|
$2.5M
|
$2.6M
|
|
'05
|
XXXIX
|
Fox
|
$2.4M
|
$2.6M
|
|
'04
|
XXXVIII
|
CBS
|
$2.3M
|
$2.6M
|
|
'03
|
XXXVII
|
ABC
|
$2.2M
|
$2.5M
|
|
'02
|
XXXVI
|
Fox
|
$2.2M
|
$2.6M
|
|
'01
|
XXXV
|
CBS
|
$2.2M
|
$2.6M
|
|
'00
|
XXXIV
|
ABC
|
$2.1M
|
$2.6M
|
|
'99
|
XXXIII
|
Fox
|
$1.6M
|
$2.0M
|
|
'98
|
XXXII
|
NBC
|
$1.3M
|
$1.7M
|
|
'97
|
XXXI
|
Fox
|
$1.2M
|
$1.6M
|
|
'96
|
XXX
|
NBC
|
$1.1M
|
$1.5M
|
|
'95
|
XXIX
|
ABC
|
$1.2M
|
$1.6M
|
|
'94
|
XXVIII
|
NBC
|
$900,000
|
$1.3M
|
|
'93
|
XXVII
|
NBC
|
$850,000
|
$1.2M
|
|
'92
|
XXVI
|
CBS
|
$850,000
|
$1.3M
|
|
'91
|
XXV
|
ABC
|
$800,000
|
$1.2M
|
|
'90
|
XXIV
|
CBS
|
$700,400
|
$1.1M
|
|
'89
|
XXIII
|
NBC
|
$675,000
|
$1.2M
|
|
'88
|
XXII
|
ABC
|
$645,000
|
$1.2M
|
|
'87
|
XXI
|
CBS
|
$600,000
|
$1.1M
|
|
'86
|
XX
|
NBC
|
$550,000
|
$1.1M
|
|
'85
|
XIX
|
ABC
|
$525,000
|
$1.0M
|
|
'84
|
XVIII
|
CBS
|
$368,200
|
$752,790
|
|
'83
|
XVII
|
NBC
|
$400,000
|
$853,112
|
|
'82
|
XVI
|
CBS
|
$324,300
|
$713,880
|
|
'81
|
XV
|
NBC
|
$275,000
|
$642,650
|
|
'80
|
XIV
|
CBS
|
$222,000
|
$572,310
|
|
'79
|
XIII
|
NBC
|
$185,000
|
$541,303
|
|
'78
|
XII
|
CBS
|
$162,300
|
$528,782
|
|
'77
|
XI
|
NBC
|
$125,000
|
$438,170
|
|
'76
|
X
|
CBS
|
$110,000
|
$410,663
|
|
'75
|
IX
|
NBC
|
$107,000
|
$422,481
|
|
'74
|
VIII
|
CBS
|
$103,500
|
$445,963
|
|
'73
|
VII
|
NBC
|
$88,100
|
$421,501
|
|
'72
|
VI
|
CBS
|
$86,100
|
$437,555
|
|
'71
|
V
|
NBC
|
$72,500
|
$380,267
|
|
'70
|
IV
|
CBS
|
$78,200
|
$428,135
|
|
'69
|
III
|
NBC
|
$55,000
|
$318,348
|
|
'68
|
III
|
CBS
|
$54,500
|
$332,677
|
|
'67*
|
I
|
CBS
|
$42,500
|
$270,301
|
|
'67*
|
I
|
NBC
|
$37,500
|
$238,501
|
RATINGS TREND: Last year's Giants-Patriots Super Bowl XLII was the highest-rated since Rams-Titans in '00. The chart below lists Nielsen ratings and viewership for all Super Bowls.
|
SUPER BOWL RATINGS, VIEWERSHIP TREND
|
|||||||
|
YR
|
SB
|
NET
|
RATING
|
+/-
|
VIEWERS
(000) |
+/-
|
MATCHUP
|
|---|---|---|---|---|---|---|---|
|
'08
|
XLII
|
Fox
|
43.1
|
1.2%
|
97,448
|
4.6%
|
Giants-Patriots
|
|
'07
|
XLI
|
CBS
|
42.6
|
2.4%
|
93,184
|
2.7%
|
Colts-Bears
|
|
'06
|
XL
|
ABC
|
41.6
|
1.2%
|
90,745
|
5.4%
|
Steelers-Seahawks
|
|
'05
|
XXXIX
|
Fox
|
41.1
|
-0.7%
|
86,072
|
-4.1%
|
Patriots-Eagles
|
|
'04
|
XXXVIII
|
CBS
|
41.4
|
1.7%
|
89,795
|
1.3%
|
Patriots-Panthers |
|
'03
|
XXXVII
|
ABC
|
40.7
|
0.7%
|
88,637
|
2.1%
|
Buccaneers-Raiders |
|
'02
|
XXXVI
|
Fox
|
40.4
|
0.0%
|
86,801
|
2.9%
|
Patriots-Rams |
|
'01
|
XXXV
|
CBS
|
40.4
|
-6.7%
|
84,335
|
-4.7%
|
Ravens-Giants |
|
'00
|
XXXIV
|
ABC
|
43.3
|
7.7%
|
88,465
|
5.7%
|
Rams-Titans |
|
'99
|
XXXIII
|
Fox
|
40.2
|
-9.7%
|
83,720
|
-7.0%
|
Broncos-Falcons |
|
'98
|
XXXII
|
NBC
|
44.5
|
2.8%
|
90,000
|
2.4%
|
Broncos-Packers |
|
'97
|
XXXI
|
Fox
|
43.3
|
-5.9%
|
87,870
|
-6.6%
|
Packers-Patriots |
|
'96
|
XXX
|
NBC
|
46.0
|
11.4%
|
94,080
|
12.8%
|
Cowboys-Steelers |
|
'95
|
XXIX
|
ABC
|
41.3
|
-9.2%
|
83,420
|
-7.3%
|
49ers-Chargers |
|
'94
|
XXVIII
|
NBC
|
45.5
|
0.9%
|
90,000
|
-1.1%
|
Cowboys-Bills |
|
'93
|
XXVII
|
NBC
|
45.1
|
11.9%
|
90,990
|
14.3%
|
Cowboys-Bills |
|
'92
|
XXVI
|
CBS
|
40.3
|
-3.8%
|
79,590
|
0.1%
|
Redskins-Bills |
|
'91
|
XXV
|
ABC
|
41.9
|
7.4%
|
79,510
|
7.7%
|
Giants-Bills |
|
'90
|
XXIV
|
CBS
|
39.0
|
-10.3%
|
73,852
|
-9.5%
|
49ers-Broncos |
|
'89
|
XXIII
|
NBC
|
43.5
|
3.8%
|
81,590
|
1.8%
|
49ers-Bengals |
|
'88
|
XXII
|
ABC
|
41.9
|
-8.5%
|
80,140
|
-8.1%
|
Redskins-Broncos |
|
'87
|
XXI
|
CBS
|
45.8
|
-5.2%
|
87,190
|
-5.8%
|
Giants-Broncos |
|
'86
|
XX
|
NBC
|
48.3
|
4.1%
|
92,570
|
8.2%
|
Bears-Patriots |
|
'85
|
XIX
|
ABC
|
46.4
|
0.0%
|
85,530
|
10.2%
|
49ers-Dolphins |
|
'84
|
XVIII
|
CBS
|
46.4
|
-4.5%
|
77,620
|
-5.1%
|
Raiders-Redskins |
|
'83
|
XVII
|
NBC
|
48.6
|
-1.0%
|
81,770
|
-4.1%
|
Redskins-Dolphins |
|
'82
|
XVI
|
CBS
|
49.1
|
10.6%
|
85,240
|
24.8%
|
49ers-Bengals |
|
'81
|
XV
|
NBC
|
44.4
|
-4.1%
|
68,290
|
-10.4%
|
Raiders-Eagles |
|
'80
|
XIV
|
CBS
|
46.3
|
-1.7%
|
76,240
|
2.0%
|
Steelers-Rams |
|
'79
|
XIII
|
NBC
|
47.1
|
-0.2%
|
74,740
|
-5.3%
|
Steelers-Cowboys |
|
'78
|
XII
|
CBS
|
47.2
|
6.3%
|
78,940
|
27.2%
|
Cowboys-Broncos |
|
'77
|
XI
|
NBC
|
44.4
|
5.0%
|
62,050
|
7.5%
|
Raiders-Vikings |
|
'76
|
X
|
CBS
|
42.3
|
-0.2%
|
57,710
|
3.0%
|
Steelers-Cowboys |
|
'75
|
IX
|
NBC
|
42.4
|
1.9%
|
56,050
|
8.4%
|
Steelers-Vikings |
|
'74
|
VIII
|
CBS
|
41.6
|
-2.6%
|
51,700
|
-3.0%
|
Dolphins-Vikings |
|
'73
|
VII
|
NBC
|
42.7
|
-3.4%
|
53,320
|
-5.9%
|
Dolphins-Redskins |
|
'72
|
VI
|
CBS
|
44.2
|
10.8%
|
56,640
|
23.0%
|
Cowboys-Dolphins |
|
'71
|
V
|
NBC
|
39.9
|
1.3%
|
46,040
|
4.0%
|
Colts-Cowboys |
|
'70
|
IV
|
CBS
|
39.4
|
9.4%
|
44,270
|
6.3%
|
Chiefs-Vikings |
|
'69
|
III
|
NBC
|
36.0
|
-2.2%
|
41,660
|
6.5%
|
Jets-Colts |
|
'68
|
II
|
CBS
|
36.8
|
n/a
|
39,120
|
n/a
|
Packers-Raiders |
|
'67*
|
I
|
CBS
|
22.6
|
n/a
|
26,750
|
n/a
|
Packers-Chiefs |
|
'67*
|
I
|
NBC
|
18.5
|
n/a
|
24,430
|
n/a
|
Packers-Chiefs |
NOTES: * = Super Bowl I was televised by both CBS and NBC. ** = Cost was converted using U.S. Dep't of Labor Bureau of Statistics formula. Figure represents '08 buying power.
