If you’re planning on dishing out an advertisement for the 2014 Super Bowl, we suggest you get your ducks in line and you raid your piggy bank, because USA Today reported Friday that, according to News Corp.’s (NASDAQ:NWS) Fox Sports, advertisement slots for the big game are already selling out, and they’re not exactly cheap.
As long as you have a paltry $4 million sitting around, you could still grab one of the last spots — but you’ll have to act fact, because 85 percent of them are already sold out and Fox expects that number to turn to 90 by the beginning of the NFL season in just two short weeks.
While the decreasing number of ad slots available may be worrisome for major advertisers trying to get their hands on the marketing pie, the high demand for these ads coupled with their high price tag is actually good news for the health of the nation’s broadcast business as well as the U.S. economy as a whole.
USA Today explains that the pricing of Super Bowl ads is a solid barometer of the health of the industry as a whole because during the recession and times of struggle for the broadcast business, advertisers are less likely to pay the high price tags for their marketing spots — no matter how lucrative the venue.
During the recession, prices for Super Bowl ads dropped dramatically, but now that they’re back on the rise, economists and analysts are becoming more optimistic about the state of the market. John Swallen, chief research officer at Kantar Media explains to USA Today that, “This all sounds very healthy. The trend line on the Super Bowl is for pricing to inch up to $100,000 to $200,000 per year,” making the current price of $4 million per 30 second slot range “within the cross hairs of what it should be.”
Last year, the average price for a slot on CBS’s (NYSE:CBS) 2013 broadcast was $3.8 million, making this year’s estimated 4 million just a little bit higher and indicative of a positive upward trend for the broadcast industry, especially that of the sports sector which continues to draw more and more money.
While some networks are complaining of lost customers due to the emergence of TV and video streaming services such as Netflix (NASDAQ:NFLX), sports networks are not only charging the highest programming prices, but they’re also still garnering the most viewers.
Thus, the steady dream of sports watchers proves that U.S. consumers might be slowly turning away from the television, but they’re still going back to their roots for their major sports games.
This is especially good news for the Super Bowl which draws the higher number of viewers, and the highest number of advertisers, all conveniently at the highest price. Super Bowl advertisements have long been noted as a driving force behind the game’s high viewership, and many major brands depend on those ads to help drive sales and get their word out.
Automakers, especially, steal a good deal of the advertising lime light during the big game, and Neil Mulcahy, executive vice president of Fox Sports sales, maintains that this trend will continue into 2014. Viewers should also expect to see some longer ads ranging from 60 to 90 seconds — and even some new faces as Mulcahy asserts, “Everyone will be blown-away by one or two upcoming announcements.”
But for now, don’t get too excited considering the season hasn’t even started yet, but at least rest assured that advertisers are already in gear to roll out an entertaining advertisement show come February.