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Super Bowl Could Draw $500M in TV Ads; Social Media Scoring Big

18 Jan, 2017 By: Doug McPherson

NEW YORK – This year’s Super Bowl could yield $500 million in total ad revenues – $55 million more than the 2016 contest, according to Kantar Media.

That includes pre-game, in-game, and post-game coverage. In 2016 during the game, ads totaled $369.6 million. Pre- and post-game advertising hit $75.4 million. The $445 million total was up 7 percent from the 2015 game. A similar or better gain would total just under $500 million.

Kantar says total commercial time in the event rose in 2016 – to 49 minutes, 35 seconds – after two years of declines. For 2013, the total commercial time was 51:40; in 2014, 49:15; and 48:05 in 2015.

For 2017, Fox is seeking deals at more than $5 million for a 30-second commercial, up from the $4.8 million average of a year ago, per Kantar. A report out Monday said Fox is also selling digital-only ads for $700,000 per 30 seconds.

Automakers spent $86.4 million in 2016, coming from nine brands. Six movie studios accounted for $28.8 million; and six food/candy companies spent $33.6 million.

Beyond TV ads though, a new survey of consumers by marketing firm Influence Central says fans are looking to social media as they plan parties and snacks before and during the game.

“Most of the time, when we talk about marketing during the Super Bowl, it’s about the commercials,” Jessica Smith, chief marketing officer for Influence Central, told Marketing Daily. “But there’s a real opportunity to integrate with social media beyond the commercials.”

Among the findings:

  • 78 percent of consumers engage on social media platforms (led by Facebook and Twitter) while watching the Super Bowl, either to comment on the commercials (38 percent), to react to the game (32 percent), or to post pictures of their own Super Bowl parties (18 percent).
  • Consumers are looking to social media before the game for party-hosting and snack ideas, particularly Pinterest (mentioned by 78 percent of the respondents) and Facebook (26 percent).
  • Nearly half of respondents (45 percent) said they begin their party weeks in advance, with 36 percent saying they really begin thinking about the party after the two teams have been finalized.
  • Nearly two-thirds of these respondents also dedicate one big shopping run for party preparation.

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