That’s how much 30 seconds of airtime during the Super Bowl XLVIII on Feb. 2 will set you back. Since the inaugural big game in 1967, the rising cost of ad time during the Super Bowl has been a safer bet than the Cleveland Browns missing the playoffs.
And that’s not a surprise considering Super Bowl commercials have taken on a life of their own. For some, the ads are a bigger part of the game than the halftime show or the game itself. And now, you can even look forward to teaser trailers, intended to hype many brands’ biggest ad spend of the year. This year, Bud Light, among others, has teased its Super Bowl campaign, with Arnold Schwarzenegger playing table tennis while decked out like Bjorn Borg. If you are under 30, you’ll probably need to Google Bjorn Borg. #Sigh
The evolution of commercials and their price tags has been fascinating to watch. In 1995, 30 seconds of airtime cost $1 million. In five years, it shot up to $2 million. At this rate, we could be looking at $10 million per commercial by 2040, according to Bloomberg Businessweek. How’s that for pressure on the old creative department?
There are always memorable commercials each Super Bowl Sunday – some are touchdowns, some fumbles. One of my favorite campaigns was when Nike had Michael Jordan came out of retirement to play basketball in disguise during the 1995 Super Bowl. Of course, I could just be fondly remembering when the Dallas Cowboys were actually good.