The Super Bowl 2016 is February 7 and CBS is well on the way for setting a record for the cost per commercial.
How much does it cost to advertise in the Super Bowl?
CBS has been asking $5 million for a :30 commercial across the national network. Some larger advertisers who have booked multiple commercials or advertise heavily on CBS have negotiated slightly better deals perhaps, but most will pay at least $4.5 million. Between 2005 and 2014, the price of a 30-spot has increased 75% making the Super Bowl one of the hot places to advertise.
So how much will it cost to advertise on your local CBS station during the game?
You can expect to pay a premium here to. Obviously, if you a strong relationship with your local station, you can negotiate a better price, but most stations are charging from 5 – 12 times the normal prime-time rate. One smaller market radio station that we at Bagwell Marketing deal with is getting $2,500 for a :30 second spot. Compare that to normal every day average cost of $30 and that can eat up a large part of your advertising budget.
Is It Worth It To Spend All That Money?
Marketers have debated this for years now, and there is no clear answer. From a one-time R.O.I. it probably is not worth it. For long-term branding the answer is probably yes. Most people tend to watch for the commercials, almost as much as the actual football game so your commercial probably needs to be something special. If you can produce a commercial that stands out and gets people talking, you can also get a lot of viral social media attention.
Who’s Advertising on the Super Bowl?
Big named advertisers have bought up most of the space. Here is a list of current national advertisers. It includes car makers, beer companies and some unlikely advertisers.
If You Plan On Using The Term Super Bowl In Your Advertising?
Don’t. Unless you are one of the title sponsors of the game, you will need to refer to the event as “The Big Game” or something else. I wrote a post about trademark issues relating to the Super Bowl several years ago that is still relevant today.