The Cost of a :30 Second TV Spot
Every year for the past 15 years, I have watched the Super Bowl at home, on the couch, with a notepad and my laptop. I watch the ads more than the game. It’s the business that I’m in – I can’t help it. I take notes and rank the ads from best to worst. On Monday morning I get up early and talk to reporters on radio, TV, and webcasts all day long and give them my thoughts on which ads were hits and which were flops.
Inevitably the reporter or program host will ask me, “Is the cost of a Super Bowl ad worth it?” My answer for the past 15 years has been the same, “Yes.”
Most advertisers paid around $8 million for :30 seconds of airtime for the Big Game. And that’s just the beginning. Add in another $1-$2 million for the ad agency and then $2-$3 million for the production – more if you have a “big time” celebrity in your ad. (70% of all Super Bowl ads since 2020 have had celebrity endorsements.)
There are other costs too. Post-production services such as animation, graphics, and digital effects will boost your budget. (Seal as a seal wasn’t real, ya know). The PR costs (creating hype for your spot) and “seeding” it on digital media (releasing on YouTube and paying social media influencers) are part of the total cost these days.
When the final tab is tallied, that $8 million spot can easily be doubled. So if the real cost is $16 million for a Super Bowl ad, is it really worth it? This year’s audience was a record-setter, despite the lopsided victory. 127,700,000 people tuned in to watch all or parts of the game, according to Nielsen. (I was 100% wrong in last week’s email – I predicted a decline….oops!)
To reach that many people, all at once and at the exact same time is a bargain. The airtime breaks down to about 6 ½ cents per viewer.
Of course, if your ad was a big hit (like Jeep, Mountain Dew, etc.) you really got a good deal. However, if your ad flopped (Tubi, Homes.com, or Coffee Mate) you might have done more damage than good. According to research studies on 2023 Super Bowl ads, the average return on investment was $5.76 for every $1 spent. I’ll take a 500% return on my investment every day.
(Fun side note: our TV ad for “Drive Sober or Get Pulled Over” ran in Richmond, Northern Virginia, and Tidewater during the Super Bowl – let me if you saw it.)
MONDAY:
POST-SUPER BOWL MEDIA TOUR
Special thanks to PR gurus Anne Bowers and Steve Mullen who helped me secure lots and lots of media interviews on Monday. I was on WRVA 1140 AM & 96.1 FM, WRNL ESPN, The Mike King Biz radio and streamed program, and sat down in studio with Matt Dinardo and Delaney Hall on Good Morning Richmond on WRIC 8 News. Not to self: The camera adds 20 pounds and I’ve added more than that since last year.
TUESDAY:
SNOW DAY… AGAIN
It seems Punxatwaney Phil was right…more Winter is upon us. Our Madison+Main-iacs hunkered down and worked from home with a view — of a winter wonderland. The M+M company-wide Slack channel reached a record-high level of engagement due to the influx of pictures of frosty windows and curious pets.
WEDNESDAY:
TECHNICAL DIFFICULTIES
Tuesday’s Winter Wonderland turned into a Frozen Nightmare in less than 24 hours. Lots of us woke up to no power, no WiFi, and no open schools — needless to say, it was a chaotic day at the home office. The team powered through (no pun intended) and survived another Virginia “blizzard.”
THURSDAY:
SERVING PAW AND SERVING LOOKS
Has your dog been naughty? Has their hair been knotty? Our friends (and one of our fur-avorite clients) at Holiday Barn can help with both! They’re running a special for new clients to receive $250 off their 15-day training program with a la carte services like off-leash and obedience training, and 50% off their first bath (Mondays – Fridays only). Call to learn more.
Glen Allen Location: (804) 672-2200
Midlothian Location: (804) 794-5400
FRIDAY:
ON THE AIR
There are many, many Valentine’s Day weekend happenings – no matter your “relationship status.” I was on Richmond’s Morning News again this morning with a big list of things to do and places to go, and always happy to share them with you and the 1140 WRVA audience. Check the event section below.
A FEW OF OUR FAVORITE EVENTS
Valentine’s Day Speed Dating
Friday, February 14, 6:00 p.m.
Location: Holistic Life Studios, 1011 E. Main St
HLS welcomes you to their 1st annual Speed-Dating Evening.
Casual dress code. A fun-filled evening of speed dating with local singles. Fun questions & interactive activities. 21+ event Get ready to meet local singles in a fun, safe, different environment. $5 dollars @ the door.
Valentine’s Day Love Status Party
Friday, February 14, 8:00 p.m.
Location: The Park RVA, 1407 Cummings Dr
They’ll give you a glow bracelet at the door—choose Single, Taken, or Complicated, The entire venue is open, with six different DJs and multiple levels of music and dance.
Special Valentine’s Day beverages and food specials – $10 entry.
Cupid Sucks — A Ravenchase Puzzle Adventure
Sunday, February 16, 3:00 p.m. to 5:00 p.m.
Location: Reveler Experiences in Carytown, 3108 W Cary St
Another decade of plastic hearts, wilting flowers, and chalky chocolates got you down? February 14th lost its romantic appeal?
Come join the rest of the jaded lovers for a post-Valentine’s quest February 16th and crack ciphers, uncover secrets hidden in city parks, solve clues, and race to the end and the glory of first place!
“I’ve done a number of Super Bowl ads. And that is the best advertising of the year. That is when people realize they’re going to be compared directly against other ads.“ – Jerry Seinfield