Super Bowl Ad Spending Reached $1.6 Billion Over Past 10 Years
NEW YORK — Advertising spending on the Super Bowl amounted to $1.62 billion over the decade from 2001 through 2010, according to data from research firm Kantar Media.
Based on reported ad rates for this year, it estimated that advertising on next month’s Super Bowl on Fox will amount to more than $200 million. Last year, CBS recorded $205.2 million, and 2009 saw a high of $213 million for NBC, Kantar said.
According to the firm’s data, the past 10 years saw 425 minutes of total advertising time during the game, or more than seven hours, and more than 850 spots.
Ad prices over the past decade peaked in 2009 with the average cost of a 30-second spot reaching about $3 million, followed by a slight drop last year amid the recession. This year, Fox reportedly sold out ads months ago for around $3 million again, Kantar summarized.
Meanwhile, Super Bowl time spent on ads topped out last year at 47 minutes and 50 seconds.
Over the past five years, the top ad category by dollar value is promotional advertising from the network itself, according to its data. In a typical Super Bowl, 15 percent-20 percent of all ad time is a plug for the network’s programs. Last year, such house ads had a value of more than $49 million.
Competitive message clutter within the motion picture sector is more severe” than the data implies, because studios typically promote multiple films, Kantar said. “Last year, there were ads for six different films, and in 2009 there were spots for nine different releases.”
Download the entire Kantar Media pre-game report. (.pdf)