The Super Bowl is here yet again. As sports fans tune in to cheer on their chosen team, the always-popular unveiling of commercials will lure in plenty of other viewers—polling last year by Venables Bell & Partners found that 78% of US Super Bowl viewers looked forward to the commercials. According to recent data from Kantar Media, advertisers are likely spending more dollars than ever to reach this audience.
Last week, Kantar reported that total ad revenues from Super Bowl 2014 reached $331.8 million—up nearly 14% from $292.0 million the year before. This was higher than ad revenues for other major 2014 sporting events including the baseball World Series ($257.0 million over seven games) and the NCAA’s men’s basketball Final Four games ($182.1 million over three games). Average cost per 30-second spot also increased from $4,000 to $4,200 between Super Bowl 2013 and 2014.
[Tweet “#SuperBowl Ad Rates & Total Ad Revenues, 2005-2014 – #Advertising “]
Despite the rise in rates, advertisers still paid more to run longer ads—ideal for telling a compelling story. During last year’s Super Bowl, 60-second-plus placements accounted for a massive 40% of all paid ads during the game. This was up from 29% in 2013 and 27% in 2012. Looking at the trend over a longer timeframe, ads over 60 seconds represented just 18% of paid Super Bowl placements in 2010. Read the rest at eMarketer.