Are Super Bowl Ads Worth It 2022?

In September, NBC disclosed that some sponsors have paid as much as $6.5 million for a 30-second spot.

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You know what they say: the Super Bowl is the biggest TV event of the year!

And if you're an advertiser, why wouldn't you want to get in on the action?

Well… it looks like NBC is already sold out of ad slots for the game this year.

In September, NBC disclosed that some sponsors have paid as much as $6.5 million for a 30-second spot. Now, NBC says it's been able to sell some units for as much as $7 million for a 30-second spot. (The previous high was $5.5 million.)

If that weren't enough, now NBCUniversal has said it's sold out of all in-game ad inventory on all its platforms, including NBC, Telemundo and all digital platforms. (If you haven't seen any ads by now, maybe you're watching the wrong channel.)

Record Setting Ads for Super Bowl

Last year in 2021, Super Bowl 55 was broadcast on CBS, and the event generated around $484.7 million in ad revenue from 42 minutes of advertising.

If the sell-out of the Super Bowl 56 spots occurred at $6.5 million a spot, it would represent a new high-water mark in the world of Super Bowl advertising. It might also bring in more than $600 million in gross revenue for NBCUniversal, depending on how many ads actually see airtime during the game.

If you're good with all of this, then buckle up—because Super Bowl 56 is scheduled to be broadcast on February 13 from SoFi Stadium in Los Angeles.

With Peacock poised to air both of the biggest live events of 2022, we expect that advertising revenue will increase even further than previous years.

The Super Bowl is always a high-traffic event for advertisers, but there's another reason this year is extra special: it's the first time that Peacock has aired both the Super Bowl (on its network) and the Olympics (on its cable channels) in the same year.

So why are the ads more expensive this year?

Let’s start with the rookies: NBC said it had attracted more than 30 new advertisers, representing about 40% of the 2022 Super Bowl ad roster. That includes a growing number of marketers who are not big spenders on TV, and, as a result, lack the years-long relationships with NBC or another network that would help them carve out a discount.

On top of that, there’s also a growing roster of competitors fighting for each purchase. Advertisers in 2022 will have more options than ever before when it comes to where to spend their money: A record 24 networks have signed deals to carry the game live next year.

Networks and their advertising arms are trying to convince advertisers that they can deliver millions of eyeballs during big events like the Big Game even though ratings have fallen in recent years.

The OG Advertisers Aren't Phased

In 2022, there will be one less commercial break in each Super Bowl broadcast. As a result, commercials will cost a lot more.

Anheuser-Busch InBev, the world’s biggest brewer, and PepsiCo Inc., the soda and snack company that owns Frito-Lay, have both purchased four minutes of ad time in next year’s Super Bowl. That’s the same number of minutes they bought in 2021.

But with 24 fewer ad slots to divide between them, their commercials will cost more per minute than last year’s did.

The price tags of Super Bowl ads have increased steadily since 2011, when Anheuser-Busch InBev and PepsiCo were paying about $3.8 million for about five minutes of airtime for each commercial. In 2019, those companies paid about $5 million for each ad slot. And now they’re paying $6 million or more per spot—the same as CBS charged for a 30-second commercial in 2018’s game.

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