The average price of a 30-second ad during the first Super Bowl was $37,500, according to Nielsen Media Research.
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That was 1967. This year, Super Bowl 53 host network CBS is charging a record-breaking $5.25 million for a 30-second spot aired during Sunday’s big game in Atlanta between the Los Angeles Rams and New England Patriots.
According to CNBC’s Julia Boorstin, that amounts to about $175,000 per second.
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But the price tag isn’t keeping some companies from jumping at the opportunity for exposure to the estimated 100 million-plus expected to tune in. The Super Bowl is, after all, the ultimate American advertising event of the year.
"It's such a big investment. Advertisers really want to generate as much return as they can," Northwestern University marketing professor Tim Calkins told the Associated Press. "I think we'll see a lot of humor and product-focused advertising. A lot of advertisers are nervous about taking on big themes."
Last year, Pringles spent $5 million in a comedic ad featuring Bill Hader. “Somehow, those silly 30 seconds helped a more than 50-year-old brand regain some of its mojo,” Bloomberg’s Tara Lachapelle penned in an online column. According to researchers, the company is still experiencing strong sales growth after the 2018 ad. You can expect a Pringles Super Bowl return this year, too.
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"Of course, ads can only do so much to help a mediocre product," wrote Lachapelle. Jack in the Box Inc.'s sassy ad featuring Martha Stewart promoted an Asian-fried chicken sandwich that, in the end, just wasn't flavorful enough to gain momentum. The chain is now exploring a buyout.
This Sunday, viewers will continue to see a good bit of star power, including Atlanta rappers 2 Chainz, Lil Jon and Ludacris. Other celebrities sure to create buzz-worthy noise come Sunday: Cardi B, Steve Carell, Jeff Bridges, Forest Whitaker, Serena Williams... The list goes on. Keep an eye out for some local goals, too.
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Some sneak previews are already available on YouTube. A minute-long Budweiser commercial has more than 13 million views as of Thursday afternoon. On Sunday, the company's full commercial will be a record 6 ½ minutes long, totaling nearly $34 million, according to CNBC.
Another teaser for Pepsico-owned Doritos features Chance the Rapper and the Backstreet Boys and has created its share of media buzz.
“The question is,” Lachapelle wrote, “as younger generations become less captivated by the big game, will there always be a Super Bowl effect?”
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