Want To Run A Commercial During The Super Bowl? Cough Up $5 Million
In 1967 a 30-second Super Bowl TV commercial would have cost you $42,000 -- that's about $125,000 in today's dollars, adjusted for inflation. (One of those commercials was likely a Don Draper-created Pepsi ad).
By 2013, the last time CBS broadcast the Big Game, the price was $3.8 million. And CBS announced today that it's gone up to $5 million per 30 seconds. Here's hoping that Trump buys a slot. NBC charged $4.5 million for this year's game.
CBS chief executive Les Moonves also said that the ads airing during the game would also be available on live streaming at the same time.
Is it worth it? Moonves, via Business Insider:
"If there's a rap on it, tell them we will take the Super Bowl every single year, year in, year out, forever. So you know what, if the incremental doesn't outweigh the amount of money you get per spot, what NBC got last year, it is very, very worth it. You are going to see it in revenue and in profit in 2016, and we love having it. We're very excited about having it. There's no downside."
Moonves has previously said a Super Bowl spot on CBS could eventually fetch as much as $6 million.
The good news here is that with a $5 million price tag, corporations and ad agencies are going to put in some effort and try and get the most for their money. Presumably. Super Bowl commercials will always be primarily duds -- is anyone looking forward to more Dorito ads? -- but occasionally some gems slip through.
Sooner or later, however, this bubble is going to pop. With Moonves having to justify the price to the press, it won't be long before the price starts to drop.
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