The average cost of a 30-second Super Bowl spot has exceeded $3 million in the past couple of years, and is expected to hit $4 million this year. With Super Bowl XLVIII looming, new research concerning ads for the big game has been pouring in: a recent survey suggests that the ads are as big a draw as the game itself, while other pieces of research have emerged looking at advertising effectiveness, online sharing, and brand rankings.
The Super Bowl audience has numbered more than 50 million TV homes over each of the past 4 big games, according to Nielsen data, and the NRF projects that 181 million Americans will watch the game this year. What should be enticing to advertisers is Kantar Media’s finding [PDF] that tune-out during the average commercial during last year’s game was just 0.7%, a tiny figure also several times smaller than the average 3-4% for regular programming. In fact, Kantar says that last year,the average Super Bowl commercial had an audience size that was 1.6% bigger than the average audience for the game. Read the rest at MarketingCharts.