This Is How Much a Super Bowl Ad Costs in 2020
Last year’s Super Bowl may have attracted the lowest TV audience in a decade, but with 98.2 million people tuning in, it was still the most-watched television event of the year. This year’s game between the Kansas City Chiefs and the San Franciso 49ers is likely to come out on top as well.
With millions expected to watch the big game on Feb. 2, brands are shelling out huge sums of money for a chance to get their attention. Just how much? Think $186,666 per second of airtime.
A 30-second Super Bowl LIV ad costs $5.6 million
A 30-second spot during the 2020 Super Bowl (which airs on Fox) costs $5.6 million, according to the Hollywood Reporter. That’s up from $5.2 million in 2019, when the game was broadcast on CBS.
Despite the steep price tag, Fox says it sold all available spots by November 2019. That’s the earliest that all the available time has been snapped in years, Variety reported. Advertising slots during the pre- and post-game segments are cheaper. The most expensive ad slots in those segments cost $2 to $3 million. During the first Super Bowl in 1967, an ad cost between $37,500 and $42,500.
The Super Bowl ads you’ll see this year
Amazon Prime, Google, Budweiser, Cheetos, Coca-Cola, Hyundai, Planters, and Sabra are among the brands that will advertise during this year’s Super Bowl. Many have already released teasers or full ads online.
Web hosting company Squarespace recruited actress Winona Ryder to star in an ad that focuses on small-town businesses. In the Fargo-esque spot, she returns to her birthplace of Winona, Minnesota, and creates a website about the town and its people.
Credit card company Discover will air two 15-second ads. The “No” ad will emphasize that the company doesn’t charge annual fees, while the “Yes” spot focuses on how widely accepted the card is. Each features a range of pop culture and media figures.
Google decided to tug at Super Bowl viewers’ heartstrings with its 90-second commercial that shows an 85-year-old man using Google Assistant to help him remember details about his late wife Loretta.
Planters also made waves ahead of the big game with its ad featuring the death of Mr. Peanut. In the 30-second spot, which will air ahead of the game, the iconic spokesnut dies in a car crash. A second ad, set to air during the game itself, will feature his funeral. Kraft Heinz paused its online marketing in the wake of NBA superstar Kobe Bryant’s death on Jan. 26. But according to Ad Age, the Super Bowl funeral ad will still air.
Expect some political ads
In addition to some funny and heartwarming spots, Super Bowl viewers can also expect some politics. Both President Trump and Michael Bloomberg have purchased 60-second spots that will air on Feb. 2. In the past, it’s been rare for candidates to purchase ads during the game due to the high cost, the New York Times reported. But these deep-pocketed campaigns have decided its worth the cost to reach so many people.