Marketers will spend millions on television advertising during football’s main event. If only they cared more about it the rest of the time.
THE BIG GAME a few hours on Feb. 4, everything will be peachy in ad land. A nationwide audience, more than 100 million strong, will gather round their televisions and pay rapt attention to commercials that cost roughly $5 million a (30-second) pop.
The occasion, of course, is the Super Bowl. Long a triumph of modern marketing—an annual ritual in which the ads are as big a deal as the athletics—Super Bowl LII looks to be especially so. Despite cord cutters and ad-skipping DVRs, flagging NFL ratings, and the ever-shrinking American attention span, big brands (Budweiser and Coca-Cola) and even some no-names (Avocados From Mexico) are still eager to pony up a huge chunk of their marketing budgets for a spot during the big game. (A decade ago, the cost for this was just $2.7 million). “It’s such a predictable, high-quality event,” explains Manish Bhatia, CEO of Kantar Media North America.
Last year’s broadcaster, Fox, fetched $534 million in advertising revenues from the one-day bonanza. This year’s, NBCUniversal, also has rights to the 2018 Winter Olympics, and expects to rake in more than $1 billion between the two sporting events.
This story is from the February 2018 edition of Fortune.
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This story is from the February 2018 edition of Fortune.
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