Companies that purchased a 30-second commercial on the broadcast of the Super Bowl LVIII in the United States they had to pay an average of 6 million dollars, with some spaces reaching a record price of up to 7 million dollars, according to Fox Corp. which this year has the transmission rights.
Last year, each ad cost about $5.6 million.
And it is that the ads are priced so high because the championship game of the National Football League (nfl) is he most watched television event in the United Statesso it is an excellent platform for brands to position themselves among consumers in that country.
Last year, the game was watched on average by more than 112 million people in the United States, according to the same nfl. This 2023, fox expects a record audience of more than 114 million viewers.
Fox Corp. estimated advertising sales of more than 500 million dollars thanks to the game that will take place at 5:30 in the afternoon (Central Mexico time) this Sunday, February 12 at the stadium State Farm in GlendaleArizona.
Here are some of the most interesting facts and trends that will be in US advertising for the game between the Kansas City Chiefs and the Philadelphia Eagles:
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Apple Music Halftime Show
Unlike the last decade in which the name of Pepsi Co. had gone hand in hand with the game’s halftime show, this 2023 Manzana will be the company that will sponsor the moment of the super bowl that captures the most public attention.
Last year, the halftime show drew about 120 million viewers, compared with the average 112.3 million who watched the entire football game.
The manufacturer of the iphone achieved a multi-year agreement in September of last year to have the rights to the half-time show, which in the Super Bowl LVIII will be in charge of Rihanna.
The technology company will sponsor the show through its brand Apple Musicas the Cupertino, California-based company looks to boost its streaming services and subscriptions.
The amount of money that Apple had to pay to the nfl to have the rights was not disclosed to the public.
Pepsi Co. had been the show’s sponsor since 2012 after reaching a multiyear deal with the NFL for $2.3 billion, according to The Wall Street Journal.
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End to the advertising monopoly of alcoholic beverages
For the first time in 30 years, advertising in the transmission of the super bowl will have marks of different alcoholic drinks wings of Anheuser-Busch InBev (which produces Budweiser, Bud Light and Stella Artoris beers).
In the middle of 2022, Anheuser-Busch decided not to renew its exclusivity agreement with the nfl to be the sole sponsor of alcoholic beverages at the game, a deal that had been in place since 1989.
After Anheuser-Busch relinquished its exclusive rights, other alcoholic beverage brands such as Heineken (beers), Molson Coors (beer), Rémy Martín (cognac) and Crown Royal (whiskey) did not hesitate to acquire advertising space at the party.
“We’ve been waiting for this moment for more than 30 years… It took us less than 30 seconds to decide we wanted to buy an ad,” said Sofia Colucci, global vice president of marketing for Miller brands at Molson Coors.
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Crypto will no longer have as much presence
Unlike 2022, in which the presence of the world of cryptocurrencies stood out in advertising, in the 57th edition of the Super Bowl there will be no announcements by firms related to digital assets.
This after last year the cryptocurrency sector collapsed, with Bitcoin losing more than 60% in 2022 and exchange firms like FTX (which had ads in the last edition of the Super Bowl) currently going through bankruptcy proceedings.
Mark Evans, Head of Ad Sales at Fox Sportssaid that some cryptocurrency companies that had already bought advertising space since last year for Super Bowl LVII, were forced to back down in the face of the crisis in the sector.
FTXwhose owner and founder is under house arrest accused of fraud, had bought a 60-second spot for this Sunday’s game.
In the 2022 Super Bowl, there were five cryptocurrency firms that announced themselves at the game, and the presence of the sector was so great that some marketers even dubbed it the “Crypto Bowl”.
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Betting apps stand out
One sector that will have a large presence in Super Bowl 57 advertising will be sports betting applications.
Betting app Draft Kings will have an ad featuring comedian Kevin Hart, while platform Fan Duel will have its first Super Bowl commercial featuring a live broadcast of a field goal attempt by former New England Patriots tight end , Rob Gronkowski, in the third quarter of the game.
If the retired soccer star scores the field goal, a prize of 10 million dollars will be distributed among the users who placed a bet on the super bowl on the platform.
More than 50 million Americans are estimated to place game-related bets this year, with the total amount wagered reaching a record $16 billion, according to the American Gaming Association.
30 of the 50 million Americans expected to gamble this year will do so through apps like Draft Kings and Fan Duel, which have fueled the growth of the betting market in recent years, attracting a large number of new customers. .
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