Super Bowl 58 and SpotBowl 21 is kicking off this Sunday. Technically, SpotBowl 21 kicked off on Monday of this week when pre-game voting started on the pre-released ads. Between now and Sunday, here are a few facts about SpotBowl and the Big Game ads so that you can impress your friends with knowledge of Super Bowl advertising.
WHAT IS SPOTBOWL?
SpotBowl (www.spotbowl.com) was created by Pavone Group in 2004. We created it because studies have shown that 50 percent of people watching the game are watching just for the ads. SpotBowl gives those ad fans a voice. The polls are already open and will stay open until Monday at noon.
HOW MUCH DO THE ADS COST?
CBS’s asking price for a 30-second ad is $7 million. That ties the record set last year. A lot of the ads we’ll see on Sunday will be 60 seconds long, which makes it a $14 million investment.
IS $7 MILLION WORTH IT?
If you can afford it and you create an effective commercial, yes. The Super Bowl is the most watched television event of the year, with more than 100 million U.S. viewers. The combination of the large audience and the laser focus on the commercials make a Super Bowl ad a good investment.
THE TAYLOR SWIFT EFFECT
Taylor Swift’s attendance at NFL games has caused an increase in viewership by as much as 10%. Her attendance at the Super Bowl could increase viewership from 110 million to 120 million or even 130 million, making this the most watched Super Bowl in history. That increase in viewers is great news for advertisers, especially brands targeting women like elf cosmetics, Dove, Lindt chocolates and Etsy.
RETURN OF THE ROOKIES
Uncertain economic times saw just seven first-time Super Bowl advertisers in last year’ game. This year, the rookies are back, with 15 first-time advertisers including Nestle Drumstick, Lindt, Etsy and Kawasaki.
LOTS OF SNACKS
Snack food and sweets reign supreme in this year’s line-up, including Doritos, Nestle Drumstick, Lindt chocolate, M&Ms, Nerds, Oreo, Pringles and Reese’s.
STAR STUDDED LINEUP
Celebrities always come out in force when it comes to Super Bowl ads. 70% of the ads that we’ll see on Sunday will have at least one celebrity. Notable appearances include Chris Pratt (Pringles), Arnold Schwartzenegger (State Farm), Jennifer Anniston (Uber Eats) and Christopher Walken (BMW).