The New York Times estimates that the average cost of a 30-second ad at this year’s game will be roughly $5 million, up 4.1 percent from last year. Of course, it’s no big secret why companies spend an insane amount of money for Super Bowl air time. Last year’s Super Bowl audience for CBS Corporation CBS was the third-largest in television history at 111.9 million. This year’s ratings should easily once again eclipse the 100 million mark.
But the value of a Super Bowl ad extends beyond the number of viewers the big game draws. Over the years, advertisers have frequently used the Super Bowl as a platform to air their best, newest, most unusual and/or most powerful commercials. While TV viewers may largely ignore commercials during a typical telecast, many Super Bowl viewers consider the commercial breaks as entertaining as the game itself.
Finally, a Super Bowl commercial makes a strong statement about a brand’s legitimacy. If a company can afford a Super Bowl ad, it projects an impression of success and quality.