• by Wayne Friedman , May 21, 2024

NBC Television Network has inked four season-long “presenting sponsors” for the 50th anniversary season of longtime weekend late-night show “Saturday Night Live."

Allstate, L’Oreal Groupe, T-Mobile, and Volkswagen of America will see major advertising efforts on the show starting this fall, culminating in a live prime-time special on Sunday, February 16th from 8 PM-11 PM EST.  

EDO Ad EnGage national TV advertising estimates for the just-completed season of “Saturday Night Live” rose 15% to $72.1 million from the year before. 

The original “SNL” 2023-2024 episodes averaged a Nielsen-measured 4.49 million viewers.

This occurred during the period from September 9, 2023 to May 18, 2024, when there were 1,720 commercial airings, producing 4.1 billion impressions. The prior year -- $62.8 million, 1,830 commercial airings, and 4.5 billion impressions.

Top ten-spending brands this year include T-Mobile Wireless, Skyrizi, Olay, Airbnb, Allstate Insurance, Volkswagen, Cabenuva, Progressive Insurance, Kohl’s and Verizon Wireless. 

Estimated total spend for each of the top marketers ranges from $4.11 million (T-Mobile) to $1.53 million (Verizon Wireless) for the entire season. 

NBC says top ad spender T-Mobile has been a sponsor of “Saturday Night Live” for two consecutive seasons and expanded their current partnership for the 50th anniversary season.