For the Super Bowl, NBC is developing a new play. According to Variety, the Comcast-owned media conglomerate is talking to potential advertisers about a price tag of $6 million for a 30-second spot in the Big Game, setting a new high-water mark in Super Bowl commercial pricing.
Despite the fact that the most recent Super Bowl broadcast received an average of 96.4 million viewers—the lowest audience for the game since 2007, the network is pushing for greater fees from advertisers.
The TV sector’s advanced sales push is still underway, but there are already signs that sports are proving to be a major revenue generator. According to multiple reports, Disney has completed its upfront sales conversations and has seen the majority of its growth come from ad money committed to digital venues and live major sporting events.
NBC is going to bet that it can ride a revived surge of optimism from Madison Avenue for live sports. Courtesy of the large audience NBC attracts; they are well within their rights to command $6 million for small commercials. After 2022, NBC will not be hosting Super Bowl until 2025 as Fox has been given rights for two years while CBS will broadcast the event in 2024. Moreover, brands benefit significantly by featuring during breaks in the Super Bowl, which is one of the most-watched sporting events in the USA.
At $6 million, NBC would be requesting a 9.1% increase over the $5.5 million CBS requested from brands in 2021 for 30 seconds of ad time. According to Kantar, a tracker of advertisement expenditures, CBS’ coverage of Super Bowl LV in 2021 generated $545 million in in-game advertising, which was the record revenue generated in the history of the game.
In a breakthrough campaign in 2021, Jeep enlisted Bruce Springsteen, and Procter & Gamble enlisted Jason Alexander to boost Tide. PepsiCo and Anheuser-Busch InBev, two of the event’s most dependable sponsors, are yet to reveal commercial plans during Superbowl in 2022.