310 981 4750 [email protected]
Super Bowl spots are not expected to see price hike, but ad buyers want reassurances
Interpret data shows that nearly a quarter of Super Bowl viewers are okay with longer ads that are relevant or entertaining.

Despite an ongoing pandemic, the 2020 NFL season is upon us, albeit with some big changes for the sake of safety. As the players step onto the gridiron, big brands are once again contemplating how to leverage the NFL’s audience, especially during the Super Bowl, which has become famous for its annual debut of unique advertising creative. Ad buyers are already planning their commitments for the big game, but they’re also seeking reassurance should the NFL be forced to cancel due to COVID-19 concerns.  

The good news for marketers is that the price of a 30-second commercial is not going to increase compared to those that aired during the 2020 Super Bowl. ViacomCBS is reportedly asking for $5.5 million per spot, which is on par with the $5.6 million that Fox requested for the 2020 game. Ad prices at the Super Bowl have historically increased each year, but these are uncertain times; moreover, Fox Business has reported that most ad buyers have been given verbal promises that they will be refunded in the event that the Super Bowl can’t be played.

There’s a good reason that TV networks with rights to the Super Bowl can charge a pretty penny for commercial airtime. The 2020 Super Bowl drew well over 100 million viewers and more than half a billion dollars in ad revenue, according to ad firm Kantar. And considering that major sports are all operating without fans in the stands, the average viewer is likely even more hungry for sports on television.

With the right marketing creative, brands can expect to reach a passionate audience that’s more receptive to advertising than during other broadcasts. Interpret’s New Media Measure® shows that nearly a quarter (22%) of Super Bowl viewers don’t mind watching longer ads if they are relevant, humorous, or entertaining in general. Shorter (and cheaper) 15-second spots can be effective as well, since over 40% of Super Bowl viewers indicate that they are okay with brief commercials.

Media Contact:
[email protected]

Sales Contact:
[email protected]

LATEST INSIGHTS

Gaming

Digital Entertainment

Nest discontinues DIY home security system

Nest discontinues DIY home security system

Last month, Nest confirmed the discontinuation of its Nest Secure DIY home security system in a box. The kit, released in 2017, sold most recently for $399. Parent company Google is far from out of the home security business, however. The decision to shut down the...

IOT & Smart homes

Nest discontinues DIY home security system

Last month, Nest confirmed the discontinuation of its Nest Secure DIY home security system in a box. The kit, released in 2017, sold most recently for $399. Parent company Google is far from out of the home security business, however. The decision to shut down the...

Verizon launching a $50 Yahoo!-branded smartphone

Verizon launching a $50 Yahoo!-branded smartphone

In a market that is now pushing costly 5G service and regularly sees smartphones from leading brands Apple and Samsung retailing for upwards of $1,000, there’s a real opportunity to offer customers something more budget-friendly. At just $50, Verizon’s brand-new...

Mobile & CE

Verizon launching a $50 Yahoo!-branded smartphone

In a market that is now pushing costly 5G service and regularly sees smartphones from leading brands Apple and Samsung retailing for upwards of $1,000, there’s a real opportunity to offer customers something more budget-friendly. At just $50, Verizon’s brand-new...

Target increasing its holiday 2020 ad spend despite the pandemic

Target increasing its holiday 2020 ad spend despite the pandemic

It’s that time of year again – there’s a chill in the air, people are stringing up holiday decorations, and major retailers are making their annual holiday shopping push. 2020 is unlike any year marketers have faced before, but for Target – which has the third largest...

ADVERTISING

Target increasing its holiday 2020 ad spend despite the pandemic

It’s that time of year again – there’s a chill in the air, people are stringing up holiday decorations, and major retailers are making their annual holiday shopping push. 2020 is unlike any year marketers have faced before, but for Target – which has the third largest...

Women are watching more esports and launching women’s teams

Women are watching more esports and launching women’s teams

Global lockdowns due to COVID have put an emphasis on entertainment in general this year, with gaming and esports both seeing significant boosts. The games industry is still predominantly male, but the number of women playing games and participating in esports...

Esports

Women are watching more esports and launching women’s teams

Global lockdowns due to COVID have put an emphasis on entertainment in general this year, with gaming and esports both seeing significant boosts. The games industry is still predominantly male, but the number of women playing games and participating in esports...

Nest discontinues DIY home security system

Nest discontinues DIY home security system

Last month, Nest confirmed the discontinuation of its Nest Secure DIY home security system in a box. The kit, released in 2017, sold most recently for $399. Parent company Google is far from out of the home security business, however. The decision to shut down the...

IOT & Smart homes

Nest discontinues DIY home security system

Last month, Nest confirmed the discontinuation of its Nest Secure DIY home security system in a box. The kit, released in 2017, sold most recently for $399. Parent company Google is far from out of the home security business, however. The decision to shut down the...

Verizon launching a $50 Yahoo!-branded smartphone

Verizon launching a $50 Yahoo!-branded smartphone

In a market that is now pushing costly 5G service and regularly sees smartphones from leading brands Apple and Samsung retailing for upwards of $1,000, there’s a real opportunity to offer customers something more budget-friendly. At just $50, Verizon’s brand-new...

Mobile & CE

Verizon launching a $50 Yahoo!-branded smartphone

In a market that is now pushing costly 5G service and regularly sees smartphones from leading brands Apple and Samsung retailing for upwards of $1,000, there’s a real opportunity to offer customers something more budget-friendly. At just $50, Verizon’s brand-new...

More Free Data

Join our mailing list to receive the latest news and updates from our team.

You have Successfully Subscribed!