On Sunday, though there will be a dramatic reduction in Super Bowl parties, peripheral football fans will tune in to see the new commercials.
It’s become an event unto itself, companies and their ad agencies are on the hook millions and millions of dollars are at stake.
The focus on the game breaks during the Tampa Bay Buccaneers-Kansas City Chiefs game is an American combination of entertainment and revenue – the costs of which have grown to staggering levels over the previous 54 Super Bowl telecasts.
Companies are competitive with their pricy commercials because the day-after report always includes an evaluation of the finished product.
Sunday, among the ads, you’ll find John Cena and Mountain Dew set to give away $1 million to a viewer who tweets the exact number of Mountain Dew Major Melon bottles spotted in its first-half ad.
This year, the cost of Super Bowl commercials is down because of the global pandemic and the economic downturn, among other factors.
According to Newsweek, CBS bid $5.6 million, but sold out only recently, in late January. For comparison, the 2019 ads for Fox sold out in November.
AdWeek reported that some companies may have paid less for their commercial slot, such as Scotts Miracle-Gro Company, which Newsweek reported paid $5.5 million.
The 2021 ads are on par with last year’s prices, about $5.6 million — up from the $5.1-$5.3 million price tag in 2019.
Here’s a comparison from the inaugural game through last year’s, at decade-plus intervals for the most part, courtesy Ad Age:
1967: Super Bowl I: Cost of a 30 second spot: $40,000
1978: Super Bowl XII: $185,000
1989: Super Bowl XXIII: $675,000
2000: Super Bowl XXXIV: $2,100,000
2011: Super Bowl XLV: $3,100,000
2020: Super Bowl LIV: $5,600,000