The story of the NFL this season was all about television ratings. Viewership fell throughout the regular season, even after the election, and ended down some 8% on average.
That drop had an impact on advertiser spending in the NFL Playoffs in January, according to new data from MediaRadar. Of last year’s top 10 biggest playoff advertisers, eight lowered their ad spend for this year; four of them (Nissan, Fiat Chrysler, Best Buy and Apple) dropped out of the top 10 entirely. Only GM and Ford raised their spend.
So you might think the trend would apply to Super Bowl advertising too. You might think that after a down ratings year—and after last year’s Super Bowl viewership of 111 million was down from the 114 million who watched in 2015—the cost for brands to get in might soften.
Nope. The cost of a 30-second Super Bowl ad has risen every year since 1970 ($78,000) except for in 2007 and 2010. Last year it was $4.8 million for a spot. This year, it’s at $5 million. And experts say that for the brands that buy, the final price tag is much higher than that—most will spend another couple million dollars to market and promote their ad ahead of time and create various social and digital tie-ins.
Follow the link below for more news about this year's ad prices and brand strategy.
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