It’s not what happens on the gridiron during the Super Bowl that matters to most viewers. It’s often the few minutes in between time outs, plays and the transfer of possession that’s most important.
From the time the pre-game kickoff starts to the hoisting of the Lombardi trophy by the triumphant team, many viewers who never tuned in to a single NFL game this season will suffer through one night of football to watch the advertisements on television.
Super Bowl 2011 between the Green Bay Packers and Pittsburgh Steelers will be no exception. The ad spend this year is expected to break last year’s record.
Last year, the 48 minutes of advertising during the Super Bowl cost advertisers $219 million, according to Nielsen. That would position the 2010 Super Bowl advertising blitz (if it were a movie) between “Pirates of the Caribbean: Dead Man’s Chest” and “X-Men: The Last Stand” at number 8 on the list of most expensive films ever made.
Over the past 10 years (from 2001 to 2010), Super Bowl advertising spending reached $1.62 billion according to Kantar Media.
“Kantar Media has mined its extensive database to report on the past 10 years of Super Bowl advertising. From 2001 through 2010, the Super Bowl game has accounted for 425 minutes – over seven full hours – of commercial time representing more than 850 announcements and $1.62 billion of network advertising sales”
The average cost of a 30-second ad during the 2010 Super Bowl was $3.3 million, according to Kantar.
Over the past six years (2005-2010) cuddly, funny and sexy were the most effective ads, according to Neilsen. Think about the Budweiser donkey, E-trade Baby, Betty White and Abe Vigoda tackled and Danica Patrick.
Nielsen’s Q3 2010 Consumer Confidence Survey, gauging consumer activity in the past 12 months asked 500 consumers which products they bought after seeing a television advertisement. The survey could provide some insight into which ads will resonate with viewers this year. Some categories were able to persuade more consumers than others. Beverages, health and beauty and food topped the list.