Advertising record! This costs a commercial in Super Bowl 55


Advertising record! This costs a commercial in Super Bowl 55

30-second ads will be 7.7% more expensive than the previous year

Juan Luis Ramos | The Sun of Mexico: Advertising record! 

The 55th edition of the Super Bowl will be perhaps the most desolate in history, with an attendance restricted to 22,000 fans out of the 75,000 that can be held at Raymond James Stadium, the venue for the event. However, this does not mean that the game to define the NFL champion breaks records in advertising revenue.

The price of a 30-second commercial during the match between the Kansas City Chiefs and the Tampa Bay Buccaneers will be $ 5.6 million, the highest in the event’s history, according to data from consulting firm Kantar.

This means that the televised commercials during the event will be 7.7 percent more expensive in relation to the last edition.

In times of pandemic and due to confinement in several countries, next Sunday’s game could break the audience record for Super Bowl XLIX, played by the Seattle Seahawks and the New England Patriots, which was watched by 114.5 million viewers. viewers, which is an opportunity for brands.

According to a study by Kantar Sports Monitor, the Super Bowl is one of the events that generates the largest audience, since almost three-quarters of fans over 18 years old indicated that it was a “must” event to see, a much higher number to 47 percent who said the same about the World Series of baseball, an event that ranked second.

“We have found that a Super Bowl ad is typically more than 20 times effective than a typical TV ad when it comes to generating brand insights,” said Alfredo Troncoso, Brand and Marketing ROI partner at Kantar.

The last edition of Super Sunday had a new record in advertising revenue, with $ 448.7 million for the ads inserted in just under four hours of play. The challenge is to find advertisers, since as a result of the impact of the crisis, brands such as Budweiser, Coca Cola, Audi and Avocados from Mexico announced that they will not have commercials in the Super Bowl, concludes Kantar.


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