Super Bowl TV and online ad numbers are jaw-dropping

If you love not only the Super Bowl, but also TV and online commercials during gameplay, you’re not alone. Hundreds of millions of people will tune in to Super Bowl XLIX between the Seattle Seahawks and New England Patriots, with a growing community throwing parties just to cash in on the publicity.

With the increasing digital distribution of programming, advertisers have had to change their approach to getting their product in front of you. While 30 years ago advertising was strictly in the realm of television, marketers must now consider whether to place video ads on television, online, or both.

So, if you’re one of those people wondering about the company behind the Super Bowl ads, here’s some data to dig into. The expectation is with the game so even, Super Bowl XLIX could very easily be the most-watched game in history.

Ad Price (TV):

Averaged $4.5 million for 30 seconds on NBC.

Increase over last year:

Zero. FOX ostensibly accused the same thing last year.

Has ad inventory been exhausted?

NBC sold the game four days ago. At the time, there was limited inventory left for pre-game and post-game, but by game time, that inventory had also been depleted.

How does this compare to last year?

FOX ran out of ad inventory nearly 2 months before last year’s Super Bowl.

Why has this year deteriorated?

Some might say advertisers have soured on the NFL over its handling of issues ranging from domestic violence cases to Deflategate, to Marshawn Lynch and its approach (or lack thereof) with the media. But the truth is, Detroit and the auto industry aren’t as involved this year as they were last. In fact, Chevy will not advertise during the game.

Which newcomers filled the space?

There will be 15 new announcers during the Super Bowl this year, according to The Associated Press, which is the most since 2000. Digital media will see newcomers playing Super Bowl ads this year. Wix.com may try to become the next GoDaddy.com. Carnival Cruises and Skittles will make an appearance. Others include Loctite, smartphone case maker Mophie airs a 30-second ad, and more.

What kind of exposure do advertisers get with Super Bowl ads?

Remember that the Super Bowl becomes an advertising platform, not only during the game, but before and after. According to iSpot.tv, which tracks and measures television commercials in real time, the attention received by advertising around the Super Bowl compared to the NFL regular season is significantly higher. Nearly 10% of all digital business involving TV advertising goes to the Super Bowl. Of the 95,660 national TV ads aired in 2014, the 110 Super Bowl ads (just 0.11% of all TV ads) accounted for 9.4% of all digital activity involving ads (Twiter, Facebook, YouTube, iSpot.tv and all major search engines).

How much buzz are Super Bowl ads generating on social media?

According to iSpot.tv, of the 128.9 million social actions (shares, likes, tweet, votes, comments) on Twitter, Facebook, YouTube explicitly linked to TV commercial airing last year, 14.1 million or 10.98% were for ads appearing in the big game.

How many earned video views occurred last year around Super Bowl ads?

Of the 4.7 billion video views earned for TV ads on YouTube and iSpot.tv tracked in 2014, 363.2 million or 7.72% were Super Bowl ads.

How many ads aired during the NFL regular season?

There were 11,660 national television ad broadcasts during the 2014-15 AFC and NFC Championships at an average insertion cost of $338,000.

How much revenue was generated by these ad placements?

Ads generated an estimated $3.95 billion in revenue for TV networks from national placements alone (does not include local/affiliate inventory)

Who were the biggest ad spenders during the 2014-15 NFL season?

Here are the top 8 with Verizon crushing all comers when it comes to spending

  1. Verizon – $128 million
  2. Ford – $81.8 million
  3. Southwest Airlines – $80 million
  4. Toyota – $78 million
  5. GEICO – $77 million
  6. Nissan – $76.8 million
  7. Bud Light – $61.6 million
  8. Metro – $61.2 million

Who were the top 10 by industry to advertise the NFL in 2014?

According to iSpot.TV, the industry’s automakers led the pack, airing more than 2,000 TV ads on national broadcasts and collectively spending $812 million. Behind automakers, wireless, automotive/general, fast food, beer, movies, computers/tablets/printers, TV networks, banking and credit cards, and mobile devices.

Below are the total streams, estimated total spend, and total spend SOV according to iSport.tv (CLICK TO VIEW BIGGER)

How much revenue did the top three networks earn from airing NFL ads?

CBS led the pack with 39.4% of estimated national television ad revenue from NFL games. The network aired 3,134 commercial airings, generating an estimated $1.62 billion in revenue from those ads alone.

Fox generated approximately $1.09 billion or 26.5% of ad spend, accounting for 2,653 national airplays.

NBC, which had a 20% market share with Sunday Night Football, generated $847.5 million in revenue from 1,639 commercial broadcasts. However, 25% of all digital business for NFL game TV commercials were generated during NBC broadcasts.

Which brands got the biggest digital response to TV ads on the day of airing?

According to iSpot.tv, these brands have the most buzz

  • Beats Audio
  • Activision
  • GEICO
  • Samsung-Mobile
  • Supercell
  • Apple
  • EA Sports
  • Iphone Apple
  • Warner Bros.
  • Target
  • McDonald’s
  • state farm
  • Microsoft Surface
  • South West Airlines

Who had the most effective running spots during the NFL season (game day +1 ONLY)?

(CLICK TO VIEW BIGGER)

Data source: iSpot.tv

Marilyn J. Hernandez