The final game of the National Football League (NFL) season will be the largest advertising event in history in the United States, as global brands will spend approximately $650 million to secure television slots.
About this writes Financial Times.
It said that top advertisers can pay about $7 million for 30 seconds of advertising during this year’s Super Bowl, which is about 10% more than last year.
According to global advertising agency Dentsu, the final game will mark a successful weekend for Paramount, which has the rights to show the game in the US and broadcast it on CBS and Nickelodeon. Paramount is expected to receive more than $650 million in television advertising revenue.
In addition, brands will spend millions more on advertising production. This year, companies have enlisted celebrities like Lionel Messi, Jennifer Aniston, Kris Jenner and Christopher Walken to stand out among the dozens of commercials that will flood the game.
The game between the San Francisco 49ers and the defending champion Kansas City Chiefs is also expected to draw attention thanks to Taylor Swift, who is in a relationship with Chiefs quarterback Travis Kelce.
Back in November, the company Paramount stated that the advertising was already “virtually sold out.”
In the US, commercial breaks during the final match are a national pastime and a demonstration of the power and reach of traditional television advertising. The high price per 30-second slot means that marketers increase the production budget for the commercials themselves, often hiring A-list celebrities. Super Bowl commercials have previously put new brands on the map, including Apple Computer in 1984.