Media Buying and Inbound Marketing Blog

Super Bowl Advertising...Is It Worth the Price?

By Jane Peters on September 11, 2012 |


The next Super Bowl will be broadcast on CBS.  With the start of the football season, ad sales media buyer OHfor Super Bowl spots are brisk.  CBS announced that the game is already 90% sold out. 

With 30 second spots going for an astonishing $3.7 million, media buyers have to wonder is it worth it?

As fragmentation of TV audiences and the increase of DVRs continue to dilute TV's effectiveness for advertisers, marketers are looking for ways to maximize their broadcast budgets.  Live programming such as the Super Bowl and other real-time sports events still garner some of the best numbers on TV.

Last February, the Super Bowl set a US TV ratings record for the third year running on Sunday night, with an average of 111.3 million viewers watching the New York Giants' victory over the New England Patriots.

Madonna's half-time performance attracted 114 million viewers, while the average audience for the three-hour finale to the American football season was 111.3 million on NBC.

The upcoming Super Bowl will include Hyundai, the Korean car manufacturer Kia, Anheuser-Busch, and Frito-Lay. Pepsi will be sponsoring the halftime show and Coke will also be advertising in the game. 

GM announced months ago that it would not be spending ad dollars on the Super Bowl after years of participation.

The game will air on February 3, 2013.  If CBS sells all the ad slots, it could see more than $225 million in revenue. 

Do you think the Super Bowl is worth the price? How much is the game worth for local advertisers?


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