The peacock network is flexing, and potential advertisers are wary of a Super Bowl commercial price tag exceeding $6 million.
Variety reports that NBC, according to executives familiar with negotiations, put that number on a 30-second spot during Super Bowl LVI – and that would be a record high price.
The Feb. 13, 2022, Super Bowl will be held at the NFL’s latest crown jewel of a stadium, the home of the Los Angeles Rams and Los Angeles Chargers in Inglewood, Calif.
Oh, and another thing, NBC says, according to the unnamed executives: If you want a decent placement for your Super Bowl ad, uh, we’re gonna need you to purchase an equal segment of advertising for the 2022 Winter Olympics.
That huge NBC-TV event is slated to be held in Beijing next Feb. 4-20.
NBC declined any official comment.
The network certainly has its fill of upcoming premier sports programming. In addition to the Super Bowl and Winter Olympics, NBC holds the rights to the Summer Olympics beginning next month in Tokyo.
Live sports broadcasts are a proven driver of revenue in the increasingly stream-friendly age.
Customers have migrated to streamed shows for myriad reasons, not the least of which is the ability to largely avoid having to watch commercials.
Live sports, though, virtually demand a viewer’s attention; no fast-forwarding when the competition is unfolding in real time.
That said, advertisers will likely point to the 2021 Super Bowl broadcast performing poorly. Its average of 96.4 million viewers translated to the smallest Super Bowl audience since 2007.
According to the Variety, at $6 million, the price is a 9.1 percent increase over the $5.5 million Fox and CBS were charging for those same 30-second ads in 2020 and this year, respectively.