Are Superbowl Ads Worth It?

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!

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