Super Bowl Sunday is the most exciting time of the year for advertisers. They have an opportunity to empty their bank accounts in exchange for the attention of millions of viewers. In 2012, Super Bowl XLVI reached about 111.3 million viewers. Today, Nielsen released the cost of a 30-second placement, along with the top categories for previous years.
According to Nielsen’s blog,
“Ads that aired during last year’s Super Bowl were also 34 percent more memorable and 42 percent better-liked than commercials that aired just a month earlier (January 2012).”
With a reach like that, it is no wonder that advertisers with deep pockets are ready to secure their Super Bowl ad. For the past few months, we have heard about numerous companies from SodaStream to Mercedes grabbing their promotional moment. On average, here are the numbers that companies have spent for a 30-second Super Bowl ad placement:
- 2012: $3,442,752
- 2011: $3,100,000
- 2010: $2,954,010
- 2009: $2,999,960
- 2008: $2,699,963
For this year, we can expect to see the Super Bowl ads from the top five categories – automotive, beer, motion pictures, soft drinks and manufacturing. In 2011, the automotive industry made an aggressive comeback. They are the leading advertiser for Super Bowl ads. We can expect to continue seeing many automotive ads, because there are no signs of them stepping on the brakes anytime soon.