The Super Bowl is the most-watched, and the most expensive television program for advertisers seeking to gain market share through reaching its audience. Super Bowl LVI will see some of the highest ad prices ever seen or ever paid. With a heavy presence on the representation of the metaverse, crypto, bitcoin, electric cars; the players competing at this year’s big game won’t just be the Cincinnati Bengals and the Los Angeles Rams. The main competitors will be the companies poised to gain market share of the expected nearly 100 million viewers.
According to Sports Media Watch, viewership has declined over the last few years. 96.4 million tuned in to the Super Bowl in 2021. The overall average for previous years dating back to 2010 has been over 100 million people watching, respectively. These numbers are reflective of television programming only and do not include streaming and other alternative means of viewership.
We can’t forget social media either since content creators and advertisers and the like garnered $43.9 million interactions for Superbowl in 2020.
Even with the turmoil of the NFL of late, the political fallouts, the boycotts etc, the NFL is still very lucrative. Although, at first glance, it may appear that the NBA and MLB – with their mention of huge contracts and signing bonuses, are the leaders in sports revenue. But that is not the case. The NFL has proven to be more lucrative than all other sports leagues in America. The league accumulated $15 billion in revenues in 2020(Chicago Tribune, 2020)
Super Bowl Viewership
Although the viewership has declined, as well as, in-person attendance, the ad revenue continues to increase. In 2021, businesses spent estimated $13.9 billion in nationwide Super Bowl-related activities. And more than half of that went towards food and beverages. The average amount spent for Super Bowl expenses from each viewer was about $75 per the National Retail Federation.
Hands down, the Super Bowl is the largest draw of any TV audience. The only other show that even comes close is the Academy Awards and they are a long way off. A 30-second ad slot for Super
Bowl LVI cost on average $6.5million.
So, let the games begin for not only Joe “Cool” Burrow and the Cincinnati Bengals vs Matt Stafford and the Los Angeles Rams, but for marketing agencies, advertisers and companies looking to outbid, outspend and attract their desired target audience. I look forward to seeing who will win MVP, the Most Valued Proposition.