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December 10, 2008

No Recession for Super Bowl Ads

Some fun news from news the world of media:

According to the most recent issue of Sports Illustrated, demand for Super Bowl advertising is not showing any weakness. NBC has sold 59 of the 67 30 second spots for an average of $3 million each about the same pace as FOX for last season's game. Most of the spots were sold before September but cancellations have been non-existent. Several advertisers are quoted about the unique value of advertising on the Super Bowl. SI offers the following math:

Last year's game had 97.4 million viewers. At $2.7 million per spot, last year's price, the cost to reach one thousand viewers is $27.70. Assuming unchanged ratngs, at this year's $3 million per spot, the CPM is $30.80. SI says that on a typical Sunday Night Game, NBC gets 11.7 million viewers and charges $435,000 for a 30 second ad, a CPM of $37.16.

So buying the Super is more effective reach even before you consider the fact that people actually watch Super commercials.

Now, if only my Bills could ever win a Super Bowl. Heck, I'll just take another visit to the playoffs!

Posted by Steve Birenberg at December 10, 2008 02:46 PM in Media