25 Days of Data - Day 1
From 2007 through 2016, in-game Super Bowl advertising – commercials taking place between opening kick-off and the final whistle - generated $2.59 billion of network advertising sales from more than 130 marketers, making it one of the most valuable sports franchises in the US.
In 2017, the average price for a 30-second advertisement in the Super Bowl game has doubled during the past decade and reached $4.8 million in 2016. It’s the most expensive commercial time on television by far. (The next two most costly properties in 2016 were also football games - the NFC Championship at $2.2 million per :30 and the AFC Championship at $1.8 million). Demand for ad time is pointing towards even higher rates for the 2017 game.
Ad pricing is negotiated and therefore individual marketers can pay different amounts. Variables affecting the actual rate include the amount of commercial time purchased, where spots appear in the game and whether the advertiser opts for a larger package that includes units in the pre-game and/or post-game coverage.
Read the full article here: Super Bowl In-Game Advertising Generated $2.59bn in Network Ad Sales