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Super Bowl ads — the Holy Grail of Madison Avenue — have hit a record price of over $8 million for a 30-second spot.
The Big Picture: The Super Bowl is the most-watched TV event in the US, with last year notching 123.4 million viewers — the most ever for a US broadcast. In an increasingly fractured media landscape, having a commercial during the Big Game will likely continue to go up in price.
Between the Spots: Fox is raking in the money for the February 9th game between the Kansas City Chiefs (looking for a three-peat win) and the Philadelphia Eagles.
- The price for a spot beat last year’s record of $7 million.
- Who paid the most for a slot is under lock and key, according to Bloomberg.
- But some companies likely paid a lot more to program either multiple spots or slot in minute-long commercials.
- Per iSpot, Uber Eats, Bud Light, and MSC Cruises bought 60-second spots, so you know their marketing budgets are high.
Final Score: So, what kind of commercials can you expect this year? While 2022’s game was dubbed the “Crypto Bowl,” Fox Sports EVP of Sales Mark Evans said AI will be all over this year’s broadcast — it seems like the tech’s big mainstream debut. But you can also expect a lot of celebrities (Matthew McConaughey, Chris Pratt, and Meg Ryan make appearances) and humor (GoDaddy is back after an eight-year hiatus).
With Kendrick Lamar doing the halftime show, and all cameras set to search TSwift in the stands, don’t be surprised if the New Orleans Caesars Superdome rolls out a red carpet.
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