Super Bowl Advertisements: Cost Per Viewer Well Worth Price Tag for Companies

Donald Wood@@Donald_WoodFeatured ColumnistFebruary 5, 2012

INDIANAPOLIS, IN - FEBRUARY 03: Fans get their photographs made in front of a Super Bowl XLVI logo near Lucas Oil Stadium prior to the game being played between the New York Giants and the New England Patriots on Februrary 3, 2012 in Indianapolis, Indiana.  (Photo by Chris Trotman/Getty Images)
Chris Trotman/Getty Images

The average Super Bowl ad costs $3.5 million for one thirty-second commercial. That’s three cents per viewer, according to the Wall Street Journal.

What? That's it? That is money well spent.

With 111 million people viewing the Super Bowl last season and viewership increasing each of the past five seasons, there is no reason to believe that the biggest event in the world won’t become even bigger this season. That's a lot of eyeballs on an advertisement.

All of the different walks of life represented by the Super Bowl’s viewing audience are an advertising gold mine. At just three cents, there may be no more efficient way to get your advertisement to the people than via the Super Bowl.

CNN is reporting that average Super Bowl watcher spends $63.87 on Super Bowl merchandise, snacks and apparel over the course of the weekend and week leading up. That’s a lot of money per person that may be getting dumped into the things being advertised during the game.

$63.87 > $.03. And my math is never wrong.

Even if the people spending the money on Super Bowl things don’t go after the products now, the lasting impressions the commercials have and their staying power may be enough to sway you from one car maker to another. That’s what their hope is at least.

The advertising companies know that very few people are actually vested into the actual outcome of the game, so it’s all about filling the time with things to keep people happy. That’s why Madonna is playing the halftime show, and that’s why the commercials have become such a big deal.

With the ads getting as much publicity as the actual game, the cost of three cents per viewer is well worth the price. Companies make a killing during the Super Bowl, and it is wise to invest in things that have that many eyes on them.

Not investing in, and advertising at, the Super Bowl is the only bad publicity you can get from this event.

Check back for more on the National Football League as it comes, and check out Bleacher Report’s NFL Page to get your fill of all things football.


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