The Super Bowl is hailed as the biggest night for television commercials, as companies put their best commercials forward after securing a spot for an average of $5.6 million.
The Super Bowl LV took place on Sunday, 7 February 2021, which marked the biggest night for American football this year. Moreover, the annual event is hailed as the biggest night for television commercials, as the Super Bowl draws a television and streaming crowd that is estimated at over 100 million on average. Therefore, companies often look to secure an ad spot in advance, to ensure that their commercials are played during the Super Bowl.
Due to the pandemic, reports suggest that networks like CBS and Fox did not significantly change the prices for an ad spot during the Super Bowl. In 2020, the aforementioned companies reportedly set the price at approximately $5.5 million. This year, Fox reportedly set the price at an estimated $5.6 million for a 30-second commercial, which was not a considerable increase in pricing. Moreover, the network had already filled its commercial ad spots by November 2020, according to reports.
CBS, on the other hand, did not have the same luck as Fox when it came to securing ad spot buyers by November 2020. The network only completely sold out on ad spots in mid-January 2021. By the time the network had sold out, it had reportedly reverted to last year’s bidding price of $5.5 million. However, the network attempted to mitigate the change in bidding prices by offering companies a chance to have their commercials aired on the streaming platform for an additional $300 000.
The game and the commercials seemed to have been the highlights of this year’s Super Bowl. The half-time special, which featured The Weeknd, barely managed to generate conversation. However, conversation on the commercials is still ongoing, especially on the direction that a bulk of the commercials took.