The Super Bowl 2024 is on February 11 on CBS Television.
How much does it cost to advertise in the Super Bowl?
CBS asks about $7 million for a:30 commercial across the national network. That’s up from last year. Some larger advertisers who have booked multiple commercials or advertise heavily on CBS have negotiated slightly better deals, perhaps, but most will pay close to $7 million. Since 2005 the price of a 30-spot has increased over 75%, making the Super Bowl one of the hot places to advertise.
CBS claims to be close to a sell-out. The fact that the bulk of Super Bowl LVIII’s ad inventory is already sold isn’t surprising. Networks typically sell as much as 60 percent by summer and fall. Usually, networks can sell early by pitching advertisers that bought spots in the previous year’s game. See Adweek’s Super Bowl coverage for more on who is advertising this year.
So how much will it cost to advertise on your local CBS station during the game?
You can expect to pay a premium here too. Obviously, if you have 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.
Is It Worth It To Spend All That Money?
Marketers have debated this for years, and there is no clear answer. From a one-time Return On Investment, it probably is not worth it. For long-term branding, the answer is probably yes. Most people watch commercials almost as much as the actual football game, so your commercial probably needs 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 Will Advertise in the Super Bowl?
Big-name advertisers have bought up much of the space. However, some national advertisers remain cautious with the economy. Still, you will likely see carmakers, 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 game’s title sponsors, you must 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.
Don’t Gamble With Your Marketing
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