Million dollar ads

Last Sunday’s Super Bowl earned a record 123 million viewers, making it the most watched TV event since Apollo 11. The game going into overtime, Taylor Swift’s attendance, and Usher’s halftime show likely contributed to record viewership. Advertisers are keen to market their brands and products to the large and highly engaged audience. This year a 30-second ad would have set them back USD 7 million on average, similar to last year when viewership was lower. That equals USD 0.06 for 30 seconds of attention per viewer. In addition to live viewership, the best Super Bowl ads tend to be shared a lot on social media, pushing their viewership and return on investment much higher.

Source: Nielsen Media Research, February 2024.