Super Bowl Ad Stats

According to the Kantar Media database, in the last 10 years the Super Bowl game has generated $1.72 billion of network advertising sales from more than 125 marketers.  The top five Super Bowl advertisers of the past 10 years have spent $636.6 million on advertising during the game, accounting for 37% of total advertising revenue.

Top Five Super Bowl Advertisers 2002-2011

Advertiser

Years In-Game Ads

Ad Spend Million $

Anheuser-Busch

10

$239

PepsiCo

10

174

GM

8

83

Disney

10

74

Coke

5

67

Source: Kantar Media, January, 2012

The average rate for a 30-second advertisement in the Super Bowl has increased by 40% during the past decade, reaching $3.1 million last year. Higher pricing is expected for the 2012 game with NBC claiming a sticker price of $3.5 million for a 30-second unit.

Super Bowl Ad Rates and Spending (Ad Spend Million$)

Year

Avg. Cost/30 Sec x000

Total Ad Spend

2006

$2,500

$163

2007

2 385

152

2008

2,700

186

2009

3,000

213

2010

2,974

205

2011

3,100

228

Source: Kantar Media, January, 2012

Over the past ten years, the volume of commercial time in the game has been edging upwards even as the price of advertising has become more expensive. The Fox telecast of the 2011 Super Bowl contained 46 minutes, 10 seconds of network ads, the second largest amount in history.

Network TV Commercials in Super Bowl

Year

Ad Time (mm:ss)

# of Commercials

2006

44:15

92

2007

43:05

92

2008

45:10

84

2009

45:10

84

2010

47:50

104

2011

46:10

96

Source: Kantar Media, January, 2012

A significant proportion of advertisers opt to spend extra by running longer length commercials in an effort to further engage viewers and boost return on investment. In each of the past four years, there have been at least ten advertisements of 60 seconds or longer. By comparison, the normal proportion of long form ads on a broadcast network is about 6%.

 Ads Of 60+ Seconds in Super Bowl

 

 

Year

Total Ads

% of All Ads

2007

7

13%

2008

13

23

2009

13

23

2010

11

18

2011

10

16

Source: Kantar Media, January, 2012

 

 

Typically, about 20% of the Super Bowl ad lineup is composed of first- time advertisers. In 2011 the proportion dropped to 14% as only four marketers made their debut, the fewest since 2003. Three marketers have publicly confirmed their first-time participation for the 2012 game: Century 21, Dannon and the movie studio Relativity Media.

The flow of first-time advertisers has produced a parallel trend: an expanding parade of small marketers who invest a hefty chunk of their annual budget in the Super Bowl. In 2011, nearly one-third of the Super Bowl advertisers put more than 10% of their full-year media budgets into the game. 

Advertisers Investing More Than 10% Of Annual Media Budget in Super Bowl

Year

Total Advertisers

% of All Advertisers

2007

5

17%

2008

4

12

2009

7

23

2010

13

33

2011

9

31

Source: Kantar Media, January, 2012

Over the past decade, the Super Bowl has attracted a bevy of different movie studio, automotive and dot-com companies, making these the most populous and competitive ad categories.

Competitive message clutter within the motion picture sector is more severe than the table implies because studios habitually use their inventory to promote multiple films. Last year, there were ads for ten different films.

Super Bowl Advertisers by Category

Year

Total Advertisers

DotCom

Motion Pictures

Auto Mfg

2007

30

6

3

3

2008

33

5

6

4

2009

30

9

4

3

2010

39

6

3

4

2011

29

6

4

6

Source: Kantar Media, January, 2012

The 2011 Super Bowl smashed all records for auto manufacturer advertising with a staggering $77.5 million spent on 18 messages for nine different brands. The 2012 game will have another glut of car ads.  Based on corporate announcements, at least eight different auto nameplates will go head-to-head.

Super Bowl Auto Advertising

Year

Total Auto Ad Spend (MM)

Total Ad time (mm:ss)

Brands

2007

$21.5

3:50

4

2008

21.6

4:00

4

2009

18.0

3:00

3

2010

29.7

5:00

6

2011

77.5

12:30

9

Source: Kantar Media, January, 2012

Major League Baseball’s World Series and the NCAA Men’s Basketball Championship are two other high profile sporting events that attract significant interest from TV advertisers.  But how do these compare to the Super Bowl in terms of ad spend?

Major Sporting Championships Network Ad Revenue ($MM)

Year

Super Bowl

World Series (games)

NCAA Mens BB Final Four (games)

2007

$152

$157 (4)

$168 (3)

2008

186

176(5)

178(3)

2009

213

224(6)

163(3)

2010

205

191(5)

177(3)

2011

228

269(&)

170(3)

Source: Kantar Media, January, 2012

For more information about Kantar Media, please go here.

 

 

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