SBD/January 30, 2014/Research and Ratings

Super Bowl Has Seen 130 Advertisers Over Last Decade, With Longer Spots More Common

The Super Bowl generated $2.1B in network advertising sales from more than 130 marketers from ’04-13, according to data from Kantar Media. The average rate for a 30-second Super Bowl spot during that period has increased by more than 70%, with 30-second ads fetching $4M for the '14 game. Meanwhile, the percentage of audience tuneaway during last year's Super Bowl commercials was 0.7%, compared to 3-4% for regular TV programming. The past four Super Bowls have also been the most ad-saturated ever, with each game consisting of more than 47 minutes of commercial time (includes paying sponsors, commercial messages from the NFL and network promos for TV shows). A significant proportion of advertisers have opted to spend even more money in recent years by running longer commercials. There were 15 spots last year that were 60 seconds or longer, including three ads that were two minutes long. Several companies invest a significant chunk of their ad budgets on Super Bowl buys, with four companies last year putting more than 10% of their full-year budgets into the game. Gildan, which is not returning to the game in '14, spent 55% of its '13 ad budget on its 30-second Super Bowl spot (Kantar Media).

SUPER BOWL AD RATES AND AD SPENDING TREND
YEAR
AVG. 30-SECOND AD COST
TOTAL AD SPEND
'13
$4.0M
$292.0M
'12
$3.5M
$262.5M
'11
$3.1M
$227.9M
'10
$2.97M
$205.2M
'09
$3.0M
$213.0M
'08
$2.7M
$186.3M
'07
$2.39M
$151.5M
'06
$2.5M
$162.5M
'05
$2.4M
$158.4M
'04
$2.3M
$149.6M
NUMBER OF SUPER BOWL ADS LASTING 60 SECONDS OR MORE
YEAR
ADS OF 60-SECONDS OR MORE
% OF ALL SUPER BOWL ADS
'13
15
15%
'12
15
19%
'11
10
10%
'10
11
11%
'09
13
15%
SUPER BOWL ADVERTISERS INVESTING MORE THAN 10% OF ANNUAL AD BUDGET IN SUPER BOWL
YEAR
TOTAL
% OF ALL SB ADVERTISERS
'13
4
12%
'12
4
12%
'11
7
24%
'10
13
33%
'09
7
23%
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