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February 2, 2022

How Advertisers Took Over the Super Bowl

How Advertisers Took Over the Super Bowl

On Sunday, February 13, 2022, millions will gather in their homes—and at SoFi Stadium in California—to watch one of the greatest sports spectacles around: The Super Bowl.

Super Bowl 56 is expected to be a big event, with perhaps more watching at home in lieu of COVID-19/Omicron surges in the past two months. Still, one thing we can all agree on is that the advertisements during the Super Bowl are some of the most creative and funniest to be seen.

Bring out the appetizers and check out these cool Super Bowl ad statistics:

How Much Does a Super Bowl Ad Cost?

In 2002, you could buy a 30-second advertisement for 2.2 million. In 2021, the average price of a 30-second Super Bowl ad jumped to 5.6 million, according to Statista.

In 2021, ad time accounted for 57 minutes of the Super Bowl, with CBS running 96 ads, both national and local. Advertisements on CBS cost about $5.5 million per ad. NBC, on the other hand, is currently in talks to increase the price to $6 million per advertisement for the 2022 Super Bowl.

The major turning point in Super Bowl advertising, according to Business Insider, was when Apple aired their Macintosh ad in the 1984 Super Bowl. Steve Jobs wanted to “stop the world in its tracks,” and after the ad aired, many saw the Super Bowl as an advertising event.

Soon, other advertisers caught on and began to push the boundaries of humor, shock value, and cultural relevance. Brands like Budweiser and Doritos consistently deliver memorable, hilarious ads to millions of people every year.

How Advertisers Took Over the Super Bowl

Save Money By Advertising with Genius Monkey

You don’t have to pay $2 million to be relevant in the Super Bowl ad game. With Genius Monkey OTT, we can target users who are watching sports programs specifically. So why not also get creative with your display, video, and OTT ad commercials and serve ads to those known Super Bowl fans leading up to the big game? Lean into programmatic ads at a much more reasonable cost by working with Genius Monkey.

Better yet, we know that the best use of ad dollars during the Super Bowl and Halftime Show is to advertise to people on mobile devices, since smartphone browsing is at an all-time high during this period.

We can share your brand with the right users who will love your advertisement almost as much as they love Super Bowl ads. And, you can reach just as many people as the Super Bowl reaches for a lot less money and with a lot better targeting. Genius Monkey can target behavioral attributes that will match your product or service with the best possible customer.

Price

Reach (average super bowl viewership)

Cost Per View

Cost Per Conversion

$6 million Super Bowl ad 100 million $0.06 per view
$300k Genius Monkey ads 100 million $0.003 per view $38 per conversion

In other words, for 5.7 million dollars less you can have the same reach and viewership, but with actual layered behavioral targeting—not just a “spray-and-pray” method to a mass audience. And don’t worry, we can probably accomplish your goals for a little less than $300k.

Why People Love Super Bowl Ads

It’s no surprise that the advertisements that play during the Super Bowl are the most-watched advertisements year after year, with a whopping 90-110 million viewers, depending on the year.

People especially enjoy these ads because they’re highly creative, over-the-top, engaging advertisements that companies spend millions of dollars to air. So you can bet they’ll be top-quality ads.

Another reason is because of simple tradition: the Super Bowl has been around for 50+ years, and over time, the tradition to watch advertisements became part of the entire experience. You can’t watch the Super Bowl without watching the halftime show and the ads—it’s part of the whole package!

Our Favorite Super Bowl Ads

  1. Rocket Mortgage “Comfortable” with Jason Momoa (2020)
  2. Volkswagen “The Force” (2011)
  3. Old Spice “The Man Your Man Could Smell Like” (2010)
  4. Amazon “Alexa Loses Her Voice” (2018)
  5. Budweiser “‘Bud’ ‘Weis’ ‘Er’ Frogs” (1995)
  6. Budweiser “Respect” (2002)

Marketing Dive is tracking which brands are advertising this year and which are sitting out. To see a list of brands and commercials you can expect to see, click here.

Don’t lose out on epic advertising. Take advantage of each big holiday, whether it’s the Super Bowl or the 4th of July, to target your audience and customize their ad experience. And wherever you’ll be watching, we hope you stay put during the halftime commercials and enjoy them to the fullest.

At Genius Monkey, we know advertising. Let us help you bring your A-game and improve your digital marketing strategy.

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#digital ads #online ads #digital marketing #technology #programmatic news #marketing news
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