The Super Bowl sponsorship business: $7 million for 30 seconds and Hollywood star appearances

He superbowl it’s much more than an American football final. With an impressive commercial criterion, the NFL leverages every definition of America’s hottest sport to build a formidable business that is the envy of any sports industry. Because a single game defines the champion, unlike other professional sports in the country, nearly 110 million Americans watch it and that number exceeds 200 million worldwide. With this level of audience, the league benefits from every second of a broadcast that lasts at least four hours while the companies take the opportunity to present their creativity and their new products. Paying fortunes, of course.

The highest moment in the standings is half time despite the game not being played. At that time, the long-awaited musical show takes place, always with a (one) singer or a group at the top of the world -in this case, it was Rihanna on her return to the stage after six years-, and the another star of the night, the advertising commercials, which in this edition were about $7 million for 30 seconds, costing 233,000 per second of air.

It’s time for creatives to shine and big brands to launch a product campaign. It’s been going on for decades. Don’t forget that in 1984, Steve Jobs used the SB to present the launch of the first computer Apple.

There are advertisements that have remained in the collective memory and this edition was no exception, especially with the Frito Lays Popcorners, which was at the event for the first time with an advertisement that called for the return of Breaking Bad with the performance of the three main actors: who play the popular Walter White, Jessee Pinkman and Tuco Salamancathe spicy drug dealer who negotiates with the two in the mythical series. Ozzy Osbourne He was also featured as an office worker in an ad for workforce management software company Workday.

Pepsi bets big Steve Martin and Ben Stiller showing off his acting skills in a supposedly improved tasting product, Ben Affleck appeared in Dunkin Donuts, Serena Williams surprised in an advertisement for Michelob Ultra beer and even Sylvester Stallone appeared in a Paramount spot. The M&M’s rcon are also back Maya RudolphPringles followed for the sixth consecutive year, Hellmann’s for the third consecutive and Kia It was the only company from the automotive sector to be present. And behold, there was much more.

The evolution of costs has been exponential lately, except during the 2008 crisis. In 2002, each 30-second ad was worth two million, 12 years ago it was 3.5 million and five years ago seven.. Now it has increased to seven, always for this period of time, although there are longer and more expensive ones during a transmission time which, for advertising, reaches up to 50 minutes. Last year, 680 million was raised in total and now a new record is expected, when the final figures are announced.

If each advertisement costs so much, it better be worth it, it’s a maximum. This is the philosophy of companies and this is why they hire stars who can influence the consumer. The payout for an A-list celebrity is estimated to be at least $1 million per ad. In the most relevant ads Britney Spears, Kate Upton, Adriana Lima, Victoria’s Secret Angels and Behati Prinsloo appeared. After appearing on the Super Bowl broadcast, the spots are uploaded to platforms like YouTube, where they continue to rack up views. An example is the one with Nicole Kidman for Channel No. 5, which cost $33 million and now has 1,900,000 views.

This Super Bowl was different from the past in one area. The previous one was the presentation evening of the world of crypto-currencies. Fashion companies made bold launches and shelled out millions for ads that encouraged viewers not to be afraid of this new digital investment, but that will no longer be the case in 2023. In the year since these celebrity-filled ads, the entire crypto industry was rocked by a crash in the value of digital assets. Bankruptcies started piling up over the summer. Of the four companies that announced themselves at the last Superbowl, one (FTX) completely collapsed and the others (Coinbase, Crypto.com and eToro) are struggling to survive. Shares of Coinbase, the group’s only publicly traded company, have fallen more than 60% since its “floating QR code” ad was one of the most talked about ads.

In recent years, the presentation of trailers for films and series has also become a custom.: arrived with Wandavision, Black Widow, Top Gun Maverick or Godzilla against Godzilla. Kong, among others. The 2023 was no exception. Con Guardians of the Galaxy Volume 3, The Flash, Fast X, Ant-Man and the Wasp: Quantumania, The Little Mermaid, Elemental, Scream VI, Dungeons and Dragons: Honor Among Thieves, Transformers: Rise of the Beasts, Creed III; John Wick: Chapter 4; Indiana Jones and the Dial of Fate and Cocaine Bear had their heyday.

Last year, Doctor Strange in the Multiverse of Madness it was the most viewed ad on social media within 24 hours of the end of the Super Bowl with 93 million views. When the film opened, it grossed $187.4 million, the biggest box office opener in the United States and Canada, and was the third-highest of the year in terms of box office receipts. calendar year at $411 million, behind Top Gun: Maverick and Black. : Wakanda forever.

It was the other side of the Super Bowl, the one that brings together more than anyone and the one they expect the most. Of course, because this final is much more than a match. It’s art, creativity and, above all, business.

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