This year, NBC is charging $4.5 million, and at least one NBC executive claims that the exposure brands get during the Super Bowl is closer to $10 million in value. During the first Super Bowl, the average cost of a 30-second spot was $40,000 ($280,000 when adjusted for inflation). 31, 1983, and once more during the game the following month.Īs the audience for the game grew, brands expanded their Super Bowl marketing budgets (think Budweiser’s talking frogs and Pepsi’s splashy productions with Ray Charles and Cindy Crawford). 1984-the Apple ad still widely considered the greatest Super Bowl commercial-aired just twice, once in 10 local outlets on Dec. “It’s gone from being a one-time event to a months-long marketing campaign.”įor years, the Super Bowl ad was a fleeting thing. “Super Bowl advertising has changed fundamentally,” says Tim Calkins, a Northwestern University marketing professor.
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This year, more than 20 brands have already released their full Super Bowl ads or special teasers for them. Instead of standalone spots, Super Bowl ads have become the anchors of extended marketing campaigns with vast social media presences often launched weeks before the game. The ad’s runaway success changed how advertisers approach Super Bowl Sunday ever since.
MORE 5 Ways This Year’s Super Bowl Ads Will Be Like No Other “It paid for itself before it ever ran,” says Mike Sheldon, CEO of Deutsch North America.
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Today, “The Force” has 61 million views on YouTube and is still the most shared Super Bowl ad of all-time and the second most shared TV commercial ever.
Thursday, “The Force” had been viewed 1.8 million times on YouTube and had racked up 17 million views before kickoff, according to figures provided by Deutsch. “But I thought if everything goes right, this thing will catch fire and go viral,” he says.īy 8 a.m. “The wisdom was you hold it, because you would get the most value out of that impression by waiting.”Įllis says it was a controversial decision to run it early, even among the ad agency and VW’s marketing team. “It’s hard to think about now, but at the time, it was not the conventional wisdom to air or put online a commercial that was meant for the Super Bowl,” says Tim Ellis, who was the head of marketing for Volkswagen North America at the time and is now the chief marketing officer for video game maker Activision. The ad’s creators had no idea how it would be received. So four days before the game, the ad showed up on YouTube. One possible way to stand out was to release “The Force” early, even though it defied what was widely accepted as smart advertising strategy around the biggest ad day of the year. That year, the cost of a 30-second spot for an estimated Super Bowl audience of 110 million had hit $3 million, and Deutsch wanted to get as much mileage out of the ad as it could. The ad execs heading up Deutsch, meanwhile, were well aware of how valuable Super Bowl ads had become for their clients and how anticipated they were by viewers. VW’s marketing team also knew they were facing big obstacles on game day: the company hadn’t run a Super Bowl ad in over a decade, and the two commercials they planned to run would be competing against multiple spots from larger automakers with more ad dollars.
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