Super Bowl LVI 30-second unit ad rates are up 5% year-over-year, according to just-released projections from Standard Media Index (SMI)’s Forward Bookings intelligence.
Last year, Super Bowl LV (CBS) rates averaged $4.53 million, while this year's preliminary data so far shows a $4.77 million average for NBC.
While $4.8 million represents this year's average price, some inventory exceeded $6 million.
For the analysis, SMI directly receives invoicing commitments from agency partners, ahead of when the ad inventory runs. SMI says it captures actual invoicing data from all major holding companies and most major independents, representing 95% of national brand ad spend.