US advertisers are expected to pay up to $100,000 (£62,000) a second for slots during the television coverage of tonight’s Super Bowl between the Pittsburgh Steelers and the Green Bay Packers.
The revenue made from adverts over the game period is expected to exceed $210m, according to Jon Swallen of Kantar Media. Companies will be paying approximately $3m for a 30 second spot.
The event is the biggest in the US sporting year, existing as the most significant benchmark in the advertising calendar. The audience of this year’s Super Bowl is likely to overtake last year’s record of 106.5 million.
Though prices for commercials peaked in 2009, 2010 saw a dip in the prices, but this year has caught up with record prices of the past.
Super Bowl advertisers are leveraging the expense of the commercials by expanding their reach through channels such as Facebook, Twitter and Youtube.
Brian Evans, managing director of sports marketing research firm FanLab said “they’re trying to connect with consumers on a personal level.
“What everyone is trying to do is build relationships, once you’ve got that relationship, the cost of marketing decreases.
“If you have thousand of followers on Facebook, you can reach out to them instantly with very little cost.”
Swallen added “the Super Bowl is an example of risk and opportunity.
“People watch for the commercials. it’s the biggest opportunity to build awareness but if you don’t deliver, you really bomb.”