Super Bowl's In-Game Ad Revenues Drop

by Wayne Friedman, MediaPost

In-game advertising revenue for Super Bowl Llll sank 5% from $408 million a year ago to $382 million, according to a preliminary estimate from Kantar Media.

Total advertising time in the game amounted to 49 minutes and 45 seconds -- down from the previous two years at 51 minutes/20 seconds in 2018 and 51 minutes/30 seconds in 2017.

Brand advertising amounted to 37 minutes/25 seconds -- the lowest in the last five years.

The NFL aired 2 minutes/45 seconds of promos.

CBS, which aired the game, ran 9 minutes/55 seconds of network program promos -- the highest over the last five games.

When adding in all Super Bowl-related programming for the day -- pre-game and post game -- Kantar says the event should top $450 million. Kantar says the most revenue for in-game Super Bowl advertising occurred in 2017, at $419 million.

Kantar Media estimates the big parent advertiser -- for all its brands during the game -- was Anheuser Busch In Bev at $59 million. Amazon was next at $25 million; Google, T-Mobile, and Toyota Motor, each with $20 million.

Read the full article from MediaPost

Read Kantar Media's full Super Bowl LIII post-game analysis


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