The Super Bowl is one of the biggest events of the year. It’s consistently among the most-watched television programs and is a phenomenon that takes place across platforms, from televisions to social networks and iPhone screens (see our official “Social Media Playbook For Super Bowl 2017” infographic for best accounts and channels to follow).
As one of the year’s biggest moments, there’s plenty of interest in how the Super Bowl functions within the wider frameworks of popular culture, television, and advertising. Here are ten of the most illuminating and important statistics to know about the advertising landscape surrounding Super Bowl 2017.
If 2017’s game-to-commercial ratio is anything like 2016’s, Fox could bring $247.5 million from those 30-second commercials alone. Of the 62 ads that ran during last year’s broadcast, 45 were 30-second spots.
It’s common knowledge that Super Bowl prices are costly and that they continue to rise year after year. 2017’s no exception. 30-second ads for this year’s game weigh in at over $5 million each, and that’s just part of the cost. Advertisers might spend as much as another $1 million on marketing for the ad itself.
That kind of money for a 30-second ad might appear outrageous, but Super Bowl ads can generate somewhere in the neighborhood of $10 million in ad value.
Of the advertisers for Super Bowl 2016, Anheuser-Busch was the biggest spender, dropping $33.6 million on Super Bowl ads, and Chrysler and Pepsi Co. were right behind, spending over $19 million each.
Anheuser-Busch benefitted from a fair amount of exposure that it didn’t have to pay for, too. Peyton Manning mentioned both Budweiser and Bud Light in the events surrounding the game itself, and these were worth an estimated $14 million in media exposure.
In any televised event, livestreaming is an increasingly critical factor, and the Super Bowl is no exception. Though viewership reliably passes the 100 million mark, livestreaming’s impact is clear. Viewership was down 2.5 million in 2016 vs. 2015, but Super Bowl 2016 broke livestreaming records with 3.96 million unique viewers tuning in, up from the previously record-breaking 1.3 million unique viewers that watched NBC’s web stream in 2015.
The best Super Bowl ads are gifts that keep on giving long after the broadcast has ended. These ads enjoy something of an afterlife on social networks, garnering as many as 100-150 million views on YouTube.
Prior to last year’s game, 73% of people in a Salesforce Research survey of 1,082 adults said that they’d be using a secondary device during the game. Second screens are an increasingly vital part of marketing during major events. 23% of respondents in the Salesforce Research Survey also said they planned on using more than one social channel during the game.
Though the increase in price for a Super Bowl ad between the first Super Bowl in 1967 and this year’s game is astronomical, the growth over the last three years proves that prices have increased dramatically as of late. That said, growth may not continue in quite this fashion. The proliferation of digital marketing in conjunction with the game may lead many advertisers to focus their efforts to Super Bowl engagement outside of the broadcast itself.
For the most part, TV viewership for the Super Bowl has risen reliably year after year since 2001, culminating in a total of 27.5 million more viewers last year than in 2001. That said, it’s not a straight line path. Some years see viewership drop by a factor of millions. 2016’s game drew 2.5 million fewer people than 2015’s, whether by virtue of alternative viewing methods or audience apathy.
Since 2010, the Super Bowl has drawn well over 100 million viewers and has increased year after year. On a list of most watched television programs from Nielsen, the Super Bowl takes all but one of the top spots.
For the price of a single 30-second ad during Super Bowl 2017, marketers could purchase 17 sponsored lenses on Snapchat, which, according to Adweek, cost almost $330,000. Adweek points out that marketers could also spend the money for a single 30-second Super Bowl spot on 22 sponsored videos on Buzzfeed, 35 homepage takeovers on top publishers’ sites, or 220 million impressions on full-episode players like Hulu.