The recent Superbowl win by the Packers was watched by a record number of viewers, from California to Katy TX, and the advertising time was priced to match, with 30 seconds retailing for roughly $3 million. While the Superbowl is one of the few remaining media events with a true nationwide draw, do those ads represent a good value for advertisers?
On one hand, Superbowl ad inventory consistently sells out, and the market thus speaks to the ads’ value. But what about a comparison with other TV ad time? How do Superbowl ads compare on a CPM basis?
Here are the statistics from a 2007 blog post entitled The Ad Man Answers #4:
Super Bowl TV: $2,600,000 per spot / 93,890,400 x 1,000 = $27 CPM
Columbus newspaper: $6,680 per insertion / 231,881 x 1,000 = $29 CPM
San Fran KFOG radio: $900 per spot / 104,864 x 1,000 = $9 CPM
Ent Weekly magazine: $72,025 per week/ 6,162,853 x 1,000 = $12 CPM
LA freeway billboard: $20,000 per month / 5,640,000 x 1,000 = $4 CPM
This year’s Superbowl was priced similarly, with 111 million views for $3 million, or a CPM of $27.02.
The Ad Man also provides the following general CPM statistics:
Typical Advertising CPMs
Outdoor = $1-5 CPM
Cable TV = $5-8 CPM
Radio = $8 CPM
Online = $5-30 CPM
Network/Local TV = $20 CPM
Magazine = $10-30 CPM
Newspaper = $30-35 CPM
Direct Mail = $250 CPM
Based on these metrics, Superbowl ads look to be quite a reasonable buy, particularly for advertisers that want to reach a broad swath of American consumers about Orlando moving companies from http://orlandomovers.info/. With the NFL at an all-time high in ratings and interest, and Superbowl ads having become their own phenomenon, it’s no wonder that advertisers line up to take part!
very good stats even though the super bowl is a broader market were as print and radio can be narrowed down by demographics