Super Bowl TV Ad Sales Have Generated $1.72B Over The Last Decade

Over the last 10 years, the Super Bowl has generated $1.72B of network TV ad sales from more than 125 marketers, according to data from research firm Kantar Media. From’02-11, A-B InBev, PepsiCo, GM, Disney and Coca-Cola were the top five advertisers and accounted for 37% of all Super Bowl advertising during that time frame. The average rate for a 30-second spot during the Super Bowl has increased by 40% during the past decade, reaching around $3.1M last year on Fox and closer to $3.5M this year on NBC. Listed below is a trend for the average cost of a 30-second spot during the Super Bowl, along with total ad spend for the game (Kantar Media).

SUPER BOWL 30-SECOND AD COST, TOTAL AD SPEND
YEAR	NET	COST PER :30 SPOT	TOTAL AD SPEND
'11	Fox	$3.1M	$227.9M
'10	CBS	$3.0M	$205.2M
'09	NBC	$3.0M	$213.0M
'08	Fox	$2.7M	$186.3M
'07	CBS	$2.4M	$151.5M
'06	ABC	$2.5M	$162.5M
'05	Fox	$2.4M	$158.4M
'04	CBS	$2.3M	$149.6M
'03	ABC	$2.2M	$130.1M
'02	Fox	$2.2M	$134.2M

NOTE: Actual amount paid by advertisers varies depending on where a spot runs during the Super Bowl, as well as whether an advertiser opts for a larger package that includes spots in pre- and/or post-game coverage.