Night to Monday, at 00.30 in Norwegian time, the stage is set for one of this year’s sporting highlights in the USA, namely the Super Bowl.
It is an annual championship final in professional American football that is always played around the beginning of February. It’s also one of the absolute most watched TV shows, which has always been used as an advertising space for full wallets – brands such as Pepsi, GM, Volkswagen and McDonalds and superstars such as Britney Spears, Michael Jordan and Liam Neeson have all appeared in the Super Bowl -advertising.
This year, the Los Angeles Rams and the Cincinatti Bengals have fought for the honor of entertaining tens of millions of viewers in a battle to win the “Vince Lombardi Trophy.”
The program was the most watched broadcast program in the United States in 2021 with over 96 million viewers. This year’s match is predicted to be the most watched Super Bowl match of all time – with an estimated audience of 117 million, reports CNBC.
Also read: Tom Brady: The legend no one wanted chasing his seventh title
Pays extreme sums
With access to such a large audience, the organizers can get richly paid.
A 30-second ad costs $ 6.5 million, according to extra and several American media.
This corresponds to 57.2 million Norwegian kroner, and around 2 million kroner per second.
Not only does it cost the shirt this year, but the organizers have raised the price sharply from last year. In 2021, 30 seconds on the screen cost 5.5 million US dollars. The price increase is 18 percent.
Also read:NFL star Brady confirms career point
The ads take off on Twitter
The Super Bowl is not just a program for people who love American football. The commercials and “the halftime show” along the way also have an enormous entertainment value in the eyes of Americans.
In a examination 71 percent of Americans said they enjoyed watching the commercials during the television broadcast, and 79 percent thought the commercials were entertaining.
The advertisers work hard to create the best advertisement, and most of them use celebrities before attracting the attention of the audience. This year’s commercials are now taking off on Twitter before the broadcast has started.
One of the biggest talking points at the moment is the advertisement for Planet Fitness with Lindsay Lohan. In the commercial, Lohan jokes about old scandals.
A Twitter user has shared the video and writes “Her comeback is here”. At the time of writing, the tweet has received 46,000 likes.
Watch the pre-Super Bowl commercial in this video here:
Jeff Bezo’s company Amazon has also paid for an advertisement in prime time. For Bezos, on the other hand, 30 seconds was not enough.
The advertisement for Amazon lasts for a minute and a half and illustrates what can happen if “Alexa” can suddenly start reading the minds of its owners. The couple Scarlet Johansson and Colin Jost have the main roles.
Watch the commercial in this video:
Despite the fact that the Amazon founder probably paid much more than the starting price of 57.2 million, he is unlikely to sleep badly at night when his company generated 469 billion US dollars in 2021.
«Cheap» compared to other channels
Most of us think that 57 million for 30 seconds sounds a bit mostly made out.
Dag Ormåsen, purchasing manager at the media agencies Starcom and Publicius, says that it is good value for money.
– It is widely known that the advertising placements in the Super Bowl cost a lot. Does this mean that advertising space is extremely expensive? Not necessarily, says Ormåsen to Nettavisen.
The main reason why the advertising space costs so much is that the event has a large audience.
– Even though paying so many millions sounds extreme, you only get a relationship with the cost when you see how many viewers the ad reaches. If you pay 60 million Norwegian kroner for a 30-second advertising space during the Super Bowl, which reaches 100 million viewers, you pay 600 kroner per thousand views.
– For most Norwegian advertisers, achieving 1000 completed impressions on a five-second long Facebook ad will cost more than this. One can thus actually claim that a 30-second advertisement during the Super Bowl is cheaper than a 5-second advertisement on Facebook, he adds.
This is an event that large parts of the United States are nailing down to.
– In addition, the advertising break has become an event in itself. Here, people sit expectantly to see the advertisements that the advertisers have spent extremely much money on sending and producing, he adds.
Also read:New frontal attack on Spotify: – Cancel the job before it eats your soul
It is also not just about how many people watch, but whether the audience has finished watching the commercial. The commercials are broadcast during the match itself, for example when the players have a short “timeout” and therefore ensure that most viewers probably do not leave the TV screen.
– Compared to completed views in other channels, it is cheap.
Ormåsen also points out that advertisers gain exposure to alternative media by having an advertising space in the Super Bowl.
– The event itself also means that these advertisements are spread digitally and discussed around the world. Something this article is an example of, Ormåsen points out.
In conclusion, he adds that American football is almost created with a commercial ulterior motive.
– American football is a commercial sport with a lot of breaks. Short breaks allow for commercial activities.
Also read: Facebook nightmare: Experts make gloomy predictions
–
