Most Expensive Superbowl Commercial?
Category: Arts and Entertainment
Asked by: jefffromgreen-ga
List Price: $2.00
02 Feb 2003 17:58 PST
Expires: 04 Mar 2003 17:58 PST
Question ID: 156523
Before this year, what company had the most expensive Superbowl Commercial? I *think* the cost was app. 3 million USD and it was probably paid by one of the 'dot-com' companies.
Re: Most Expensive Superbowl Commercial?
Answered By: tar_heel_v-ga on 02 Feb 2003 19:12 PST
jeffomgreen.. Thanks for the great question. As you know, advertising for the Superbowl is the most expensive adversting space there is on television. Here is a breakdown of how much an average 30 second spot cost in all each of the Superbowls: 1967 $42,000 1968 $54,000 1969 $67,500 1970 $78,200 1971 $72,000 1972 $86,000 1973 $103,500 1974 $107,000 1975 $110,000 1976 $125,000 1977 $162,000 1978 $185,000 1979 $222,000 1980 $275,000 1981 $324,300 1982 $345,000 1983 $400,000 1984 $450,000 1985 $500,000 1986 $550,000 1987 $575,000 1988 $600,000 1989 $675,000 1990 $700,000 1991 $800,000 1992 $800,000 1993 $850,000 1994 $900,000 1995 $1,000,000 1996 $1,100,000 1997 $1,200,000 1998 $1,300,000 1999 $1,600,000 2000 $2,100,000 2001 $2,050,000 2002 $1,900,000 Source:Ad Age http://www.adage.com/page.cms?pageId=684 There are 30 minutes of ad sales, with the pricing for the 30 second spots varying from quarter to quarter and spot to spot. Pregame ads and fourth-quarter ads are the least expensive. Ads that appear in the first half are the most expensive, and ads in the third quarter are priced in between. In the 2000 Superbowl, a handful of ads sold for $3 million for 30 second spot. However, the Brittney Spears, 90 second Pepsi ad in last years Superbowl cost Pepsi $5.8 million. Thanks again for your question and if you need any additional clarification, please let me know. Regards, -THV Search Strategy: most expensive superbowl commercial References: Super Bowl XXXVI ads: David Verklin http://cgi1.usatoday.com/mchat/20020201004/tscript.htm Superbowl-Ads http://www.superbowl-ads.com/articles_2000/html_files/SB.ad.rates.hit.3.mill.html Bud Light rules the advertising Super Bowl http://www.usatoday.com/money/advertising/sb02/2002-02-04-ad-meter-bud.htm
rated this answer:
This was great work, but the answer that the radio host was looking for was from the Guinness Book of World Records... which (erroneously) reports that the 1984 Apple MacIntosh is the most expensive ad. They need to get with the times...lets see...1.6 million (including production) versus 5.8 million????
Re: Most Expensive Superbowl Commercial?
From: jbelkin800-ga on 06 Feb 2003 18:31 PST
The problem with an exact answer is that the amounts shown are the listed rates. At the beginning of the Tv season, the big ad agencies and the networks get together for what they call "the upfront." Without going into great detail, giant, giant advertisers like GM (who spends BILLIONS and the auto industry) generally get to go first and buy up ad time for the next season at a bulk rate. If they want to book SuperBowl ad space right then and there, they will get a discount from the listed rate - however, like any good negotiations - there's the waiting game versus the right time to book. Most big advertisers also lock in a clause that they will pay the lowest rate (if the price drops but with the execption of probably two Super Bowls in the late 1990's - that almost never happens). During the heyday of the dot.com, not only were people buying out early, some people turnmed around and sold that time they bought earlier to a dot.com at a profit. So, basically, the last advertiser or two in the 1999 or 2000 SuperBowl probably paid that $3 million for 30 seconds ... (when was the dot.com heyday - forgot already :-) And for production, that's also subjective, Pepsi may have spent $5.8 million on production but how many version and how many times did that ad run? A couple thousand times? - the amoritized cost of that spot is pretty low. The Apple ad ran only three times I believe (once in late 1983 on an Idaho local station at 2 AM to qualifiy for the Clios or something like that, the SuperBowl and I believe one time after that). So, $1.6 divided by 3 is a lot higher than $5.8 divided by a couple thousand. But again, are you talking gross costs or amoritized costs?
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