Super Bowl 2024 is shaping up to be the biggest advertising event in United States history. The world’s top brands are planning to spend around $650 million on advertising during the Sunday television broadcast, representing a 10 percent increase compared to last year, according to the advertising agency Dentsu.
Top advertisers will pay about $7 million for a 30-second commercial during Super Bowl LVIII. Dentsu predicts that Paramount, which has the broadcasting rights this year in the United States (on CBS and Nickelodeon), will earn over $650 million from television advertising.
Many brands will also spend millions on the production of commercials, which are often some of the most-watched and shared throughout the year on social media platforms. This year, companies have hired famous personalities such as Lionel Messi, Jennifer Aniston, Kris Jenner, and Christopher Walken to stand out among the dozens of commercials that will inundate the Super Bowl.
This year’s Super Bowl will attract a larger audience thanks to the presence of Taylor Swift. Her relationship with Kansas City Chiefs player Travis Kelce and the expected attendance at the Super Bowl have prompted various brands to show interest, hoping that many of her fans will also be watching the game, which will attract younger and female audiences.
According to Paramount, advertising spots have practically been sold out. The company does not comment on information regarding airtime sales.
In the United States, commercial breaks during the Super Bowl are a separate form of entertainment, showcasing the power and reach of traditional television advertising. The high cost of a 30-second slot prompts marketers to increase their budget for producing the commercials themselves. They often hire A-list celebrities. In the past, Super Bowl commercials have launched new brands, such as Apple Computer in 1984.
However, advertising executives claim that such large-scale events are becoming less important to many brands. Social media channels, such as TikTok and Instagram, now have greater significance, as they allow brands to reach the Gen Z audience. Many brands use social media channels and influencers as complements to television ads, running campaigns across various digital platforms. Cara Lewis, Chief Investment Officer at Dentsu, said that “with such an approach, something can become viral.”
Paramount also intends to attract younger viewers by simultaneously broadcasting the game on Nickelodeon, a children’s television channel. Commentators and analysis will be done by characters from the SpongeBob SquarePants series. This broadcast will include most of the same commercials as CBS but will advertise different brands, such as toy manufacturers, instead of breweries or betting companies. Many companies have purchased multi-media packages, which include CBS, Nickelodeon, and Paramount+.
Over 100 million people watch the Super Bowl, and many of them switch to the commercial breaks with equal interest as the game itself, says Rob Reilly, Chief Creative Officer at WPP. He added that many brands start their campaigns weeks in advance, using social media, advertising previews, and influencers to build anticipation for the main event. It is part of mass culture.
The biggest brands advertising around the Super Bowl are BMW, Doritos, and Nerds. The exact amounts they will pay depend on their agreements and the scope of the products being advertised.
To achieve the reach of a Super Bowl ad in 2023, an advertiser would have to buy over 400 prime time slots at a price more than three times higher than a single Super Bowl commercial.
However, Nataly Kelly, Chief Marketing Officer at research agency Zappi, believes that expensive TV ad slots should not be the sole goal. “Too many brands spend $7 million on a Super Bowl ad for status and bragging rights without tying it to an overall investment strategy,” Kelly says.
FAQ:
1. How much money do the world’s top brands plan to spend on advertising during Super Bowl 2024?
Answer: The world’s top brands plan to spend around $650 million on advertising during the television broadcast of Super Bowl 2024.
2. What is the price of a 30-second commercial during Super Bowl LVIII?
Answer: Top advertisers will pay about $7 million for a 30-second commercial during Super Bowl LVIII.
3. Who will be broadcasting the Super Bowl in the United States this year?
Answer: Paramount has the broadcasting rights for the Super Bowl in the United States this year on CBS and Nickelodeon.
4. Who is planning to appear in Super Bowl commercials?
Answer: This year, famous personalities such as Lionel Messi, Jennifer Aniston, Kris Jenner, and Christopher Walken have been hired by companies to appear in Super Bowl commercials.
5. Which social media channels are now important for many brands?
Answer: Social media channels such as TikTok and Instagram are now important for many brands.
6. Which companies advertise around the Super Bowl?
Answer: Some of the biggest brands advertising around the Super Bowl are BMW, Doritos, and Nerds.
Definitions:
– Super Bowl: The annual championship game of the National Football League (NFL), considered one of the biggest sporting events in the world.
– advertisers: Companies or individuals who pay for the broadcast of their product or service advertisements on media platforms.
– television advertising: A form of promotion and marketing that utilizes television to convey advertising messages.
– commercial breaks: Interruptions during television broadcasts where commercials are aired.
– influencer: An individual who has an influence on the opinions and behaviors of others due to their popularity on social media.
– prime time: The hours during which television achieves its highest viewership.
Related links:
– NBC Sports
– NFL
– Paramount Network
The source of the article is from the blog coletivometranca.com.br