Super Bowl Ads Up To $5 Mil A Pop As Brands Hop Onto Super Bowl Sunday
Advertisers who have their glorious 30 seconds of fame during the Super Bowl reportedly paid up to $US5 million smackaroos for the chance to have their creative seen, according to WPP research firm Kantar Media.
In a statement on its website at the end of last week, Kantar Media said the spending for the Super Bowl has just gone up and up with this year’s apparently on the way to topping $US400 million, with 50 minutes of TV advertising.
The ads too see brands forking out up to $US5 million, whereas a few years ago it had been around the $US2 million mark.
The NFL game last year achieved a total revenue of $345.4 million, with TV ads at 48 minutes and five seconds.
Kantar Media said in a statement: “The Super Bowl is TV’s most expensive air time; expect even higher rates, lots of ads and longer spots in 2016.”
The Super Bowl has been described as the “Oscars of advertising”, according to The Sydney Morning Herald. And the anticipation and excitement of the ads is something Australia is in desperate need of.
The ads for the 2016 game have already been in high demand across social media, with an ad by Aussie filmmaker Peter Carstairs currently being the most shared Super Bowl ad so far.
Carstairs’ ad is one of three finalists in Doritos’ last ever Crash the Super Bowl competition, so we at the B&T office have our fingers crossed his ad gets airtime.
But not all have been loved – if this list from Mashable is anything to go by. It would be a disappointment to say the least to shell out a couple of mil for a spot and have the ad not resonate with fans.
Nevertheless, there are still some Super Bowl ads that have stood the test of time, particularly across social. According to video ad tech company Unruly, Volkswagen’s The Force ad has been the most shared Super Bowl ad of all time.
And in crunch time leading to kick off – which is 3.30pm California time, and 10.30am Sydney time today – brands have been busy on Twitter getting in on the hashtag #SuperBowl.
Our first #SuperBowl is a carved wooden placenta bowl, used by Maori midwives in New Zealand https://t.co/oeO5agGpot pic.twitter.com/Xl1t0rxvmg
— Science Museum (@sciencemuseum) February 7, 2016
Who are you rooting for this #SuperBowlSunday? If @Panthers, RT this nebula with their team colors. #SuperBowl #SB50 pic.twitter.com/qu0BXYcHDZ
— NASA (@NASA) February 7, 2016
RT if you’d rather go to the Quidditch World Cup than the #SuperBowl
— Hogwarts Logic (@HogwartsLogic) February 7, 2016
Broncos v. Panthers? Everybody is a winner when conservation efforts succeed: https://t.co/tInOPkEGSv https://t.co/Xup5CiNsYp #superbowl
— World Wildlife Fund (@World_Wildlife) February 7, 2016
Could tonight’s #SuperBowl be a close shave? Here are some barber’s shaving bowlshttps://t.co/JYW7HyH29d pic.twitter.com/XeHtIUq0yy
— Science Museum (@sciencemuseum) February 7, 2016
Super Roll. #SuperBowl pic.twitter.com/cIfvpp4j83
— Greggs (@GreggsOfficial) February 7, 2016
This beautiful porcelain #SuperBowl from 1600s has a painted Islamic charm inscription https://t.co/eGnk2xBuuJ pic.twitter.com/m0zejUxvhg
— Science Museum (@sciencemuseum) February 7, 2016
Because #SuperBowl. pic.twitter.com/cnryij6tQ0
— Nordstrom (@Nordstrom) February 7, 2016
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.