In MarTech’s “MarTechBot explains all of it” feature, we pose a matter about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader web.
Q: Has the Super Bowl always been this important to marketers?
A temporary history of Super Bowl promoting
Super Bowl promoting has evolved significantly since the first game in 1967. Initially, commercials were relatively easy and cheap, with the first Super Bowl ad costing around $40,000 for 30 seconds. Over the years, as the Super Bowl grew in popularity, so did the complexity and creativity of the ads. By the Nineteen Eighties and Nineties, brands began to recognize the Super Bowl as a primary opportunity to reach an enormous audience, leading to more elaborate and memorable campaigns.
Changes in Super Bowl business pricing
The cost of a 30-second business during the Super Bowl has skyrocketed over the a long time. Here’s a temporary overview of the price changes:
- 1967: Approximately $40,000
- Nineteen Eighties: Prices began to rise significantly, reaching around $100,000 by the mid-Nineteen Eighties.
- Nineties: The cost continued to climb, with ads costing around $1 million by the end of the decade.
- 2000s: Prices surged past $2 million, with the average cost for a 30-second spot reaching about $2.4 million in 2005.
- 2020s: The cost has now exceeded $5 million per 30-second spot, with some estimates for Super Bowl LVII (2023) reaching around $7 million.
Dig deeper: 5 Super Bowl LVIII (2024) takeaways for marketers
Super Bowl viewership growth
Super Bowl viewership has also seen significant growth. The first Super Bowl attracted about 24 million viewers. By the Nineties, viewership increased to over 30 million, and lately, the Super Bowl has consistently drawn over 100 million viewers. For instance, Super Bowl LVII in 2023 had a record 123 million viewers, showcasing the event’s status as a serious cultural phenomenon.
Effectiveness of Super Bowl ads
Conventional wisdom suggests Super Bowl ads are highly effective for increasing brand awareness and driving sales. The unique aspect of Super Bowl promoting is that it’s not nearly the game; it’s an event in itself. Advertisers leverage this by creating memorable, entertaining commercials that always turn into a part of the cultural conversation.
Research indicates that brands that publicize during the Super Bowl often see a big boost in brand recognition and recall. Many firms report increased sales following their Super Bowl campaigns, particularly if the ads resonate well with viewers. The combination of high viewership and the emotional engagement of the audience makes Super Bowl promoting a useful investment for brands looking to enhance their visibility and market presence.
In summary, Super Bowl promoting has transformed from a straightforward promotional tool right into a highly strategic marketing opportunity, with escalating costs reflecting its importance in the promoting landscape.
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