As we all know, this year’s Super Bowl pits the #1 seed from the NFC (San Francisco 49ers) versus the #3 seed from the AFC (Kansas City Chiefs). It’s the 4th time in 5 years that the Chiefs will be playing in the Super Bowl – an impressive feat. It’s also a rematch of the 2020 Super Bowl won by the Chiefs. Moreover, there hasn’t been a repeat champ since the 2004-2005 Patriots, so we’ll see whether the Chiefs can pull that off.
But most importantly…Swifties will be happy (and will be more likely to view the Super Bowl) as it now appears that pop icon Taylor Swift will jet back overnight from Japan from her Eras tour. The plan has her landing in Vegas Saturday evening February 10, leaving time for some sleep and an appearance to support her beau, KC Chiefs Travis Kelce on Sunday evening. I suspect she’ll get some camera time during the game which the NFL and many Americans love. (We kind of wish she was the halftime Apple Music entertainer—no disrespect to Usher).
In our streaming world, old-time linear TV events have faded…..except for football (and even that is evolving as well). Obviously, the immediacy of sports makes same day viewing paramount. And football dominates viewing with 93 of the top rated 100 linear TV events in the past year.
The Super Bowl is the mega television event of the year, where millions of screens of all kinds are tuned to the big game, at home, on the road, and at Super Bowl parties. This year’s event is the 58th edition of the big game, which first pitted the traditional league NFL Champions against the Champions of the upstart AFL. The first game happened in January 1967, before the AFL merged into the NFL. This year’s Super Bowl will be on February 11th in Las Vegas for the first time. It’ll be played at Allegiant Stadium, home of the Las Vegas Raiders. Super Bowl LVIII will air on CBS and game time will be 6:30 pm. An alternate “family friendly” version will also be broadcast on Nickelodeon and the game will be streamed on Paramount + and Fubo.
The going rate for an in-game :30 in this year’s Super Bowl is a record $7 Million+, by far the biggest and most expensive ad event of the year!
Here's a list of the ads you’ll see:
- Door Dash
- PepsiCo’s Starry
- NYX Professional Makeup
- Intuit’s TurboTax
- Mars’ M&M’S
- Unilever’s Hellman’s
- Molson Coors
The first “Super Bowl” was played on January 15, 1967, featuring the NFL Champion, Green Bay Packers, against the AFL Champion, Kansas City Chiefs. The Beatles were still together, and Lyndon Johnson was President. Yes, it was a long time ago.
Historians will remind us that the two rival leagues had not even merged yet and would not do so until after the third Super Bowl. After a competitive first half, Green Bay, led by legendary Coach Vince Lombardi, easily won by a score of 35-10. Al Hirt was the halftime talent. He didn’t share the spotlight with others and his wardrobe did not malfunction. But he played a mean Flight of the Bumble Bee.
The first “Super Bowl” really was not even yet “super”. It was merely called the AFL-NFL World Championship game and was played at a neutral site, the cavernous Los Angeles Memorial Coliseum, the stadium where USC plays. The term “Super Bowl” was an off-handed comment made by Chiefs’ owner, Lamar Hunt, based on his granddaughter’s love of the “super ball” toy. The Super Bowl name stuck, and it took on the official name after the third game.
The first game was not a super event in other ways too. The game was not sold out, despite modest ticket prices ($12) and a local TV blackout. It must have been a good beach day in LA that day. This year's Super Bowl is the most expensive ticket on record, with the average price hovering around $9,800, which is 70% more expensive than last year’s big game.
The first game was broadcast on two networks, CBS, which carried the NFL games, and NBC, which carried the AFL games. CBS charged $85,000 for a 60-second commercial, and NBC charged $75,000. The game achieved a combined 41 household rating with 51 million viewers. This year’s advertisers will again be paying up to $7 Million+ for each 30 second commercial, roughly $233,000 per second, which is more than the cost of a full :60 on both CBS and NBC’s original broadcasts combined!
The question is always: Is this worth it for the advertiser? The firm answer always is: Maybe.
There are some mitigating factors when considering the value of an ad in the Super Bowl. The real “value” of Super Bowl advertising is not found solely in the mathematical CPM. There is no event where the ads are often as noteworthy as the game itself, where millions of Americans gather with friends and family to analyze the ads as they appear. To advertisers, this represents an enormous opportunity to introduce a new commercial, which is often part of a new mega-promotional campaign that extends beyond traditional advertising. And obviously the ability to view your favorite ads on YouTube has tremendous value.
In any event, once again the game will be the biggest television event of the year. It’ll be fun to watch the game (and the ads). Bring it on.