The Super Bowl is the biggest advertising venue of the year, in terms of the audience and the cost for a 30-second ad, but it’s also one of the biggest in terms of sheer commercial time, reports MediaPost’s MediaDailyNews.
"Last year’s event on CBS pulled in 11% more revenue to $292 million over 2012’s game, and was 14% higher to $4 million for the average 30-second commercial, according to Kantar Media," the story reports. "This year’s game — Super Bowl XLVIII — will air Feb. 2 on Fox, played at MetLife Stadium, East Rutherford, New Jersey. Media buyers contacted by Media Daily News believe the average 30-second commercial in 2014 is going for around $4.1 million to $4.4 million."
Commercial time has been increasing over the past decade. In 2004 and 2005, the game aired about 41 minutes of ads. That rose to 48 minutes in 2011 and 2012, and rose again to 51:40 of commercial time last year, the story reports.
"In 2013, there was some unnatural inflation due to a stadium power outage, where CBS re-ran a commercial pod, uncertain whether those commercials made it to air," the report notes.
The number of commercials has fluctuated in recent years, the story reports: 104 commercials in 2010, 96 in 2011, 78 in 2012 and 97 in 2013.
Here’s that surprising fact we promised about Super Bowl commercials: "When it comes to commercial tuning, Kantar Media says last year’s Super Bowl earned a 101.6 commercial tuning index — which means the average Super Bowl commercial audience was 1.6% larger than for the game itself," the story reports.
"In addition, the company says only 0.7% of the Super Bowl audience tuned away for the average commercial during the 2013 game," the report notes. "This compares to 3% to 4% who tune away during other TV programming."