The Super Bowl dominates the competition more than ever, both financially and on the media scene. Panoramic
SPORT BUSINESS OBSERVATORY – Focus on the only event that can bring together more than 100 million Americans at the same time in front of their screen.
Holder of a Master’s degree from the Sorbonne, specializing in issues relating to Latin America, Mathieu Sauvajot first wrote articles dealing with the geopolitics and economy of this continent, before turning to the field of sport. He is now an editor with the Observatoire du Sport Business.
A real heavyweight in the sports industry in the USA, this year again the Super Bowl dominates the competition more than ever, both financially and on the media scene. 82 NFL games are in the top 100 of the most-watched TV shows of 2022 across the Atlantic. This explains the record levels of advertising investment!
The touchdown economic-media of the year
Despite a drop in ratings during the 2017-2021 period, the Super Bowl is more than ever an unmissable event across the Atlantic, as evidenced by the 99.18 million American viewers behind their screens during the LVI edition (2022). . A four-hour event during which advertisements will be honored in the same way as athletes, as the revenues they generate are colossal. In 2021, advertisers did not hesitate to spend nearly $545M in total to be broadcast during the meeting, i.e. $5.5M for 30 seconds of spot, revised upwards in 2022 to $6.5M . If the performance of the last edition is partly explained by the arrival of cryptocurrencies, we are already talking about a new record, with spots of up to $7 million. An investment that seems profitable, however, when we know that he quarter of Americans attending the Super Bowl say they prefer commercials to the game. As for those lucky enough to attend directly from the stands of the stadium, they had to pay this year around $9,000 on average to acquire a ticket, manage the plane and the hotel. We therefore understand better why a majority of Americans consider that a Super Bowl should be watched above all from their sofa.
In 2021, advertisers did not hesitate to spend nearly $545 million in total to be broadcast during the meeting. Statesman
The other strength of this event is undoubtedly its ability to attract even those with little or no interest in the NFL thanks to its famous half time show. Whether it’s Michael Jackson in 1993, the duo Shakira and Jennifer Lopez accompanied by other big names in Latin American music during Super Bowl LIV in Miami – quite a symbol – or the LVI edition in SoFi Stadium brought together the big names in rap from the 2000s, so Americans were sure to have at least one memory of the Super Bowl in mind. A dream cast that does not get paid … positive effect of the national and international exposure that the NFL can guarantee to these artists, It is also a show with undeniable financial potential, like the partnership concluded with Apple for the next five editions against the sum of 50 M€, but also very political, let’s remember, if Rihanna will be honored this year, the singer had refused to participate in 2019, in support of Colin Kaepernick.
Conquering Europe
If in the eyes of a majority of French people, even of Europeans, the real football is played with the foot, that does not prevent the NFL from gaining ground. Not only do the audiences of La Chaîne l’Équipe speak for themselves, peaking at 421,000 viewers during the Super Bowl in February 2022 despite its late hour, but the number of licensees from the French Federation of American Football continues to progress, with more than 25,000 members in 220 clubs in 2022, without forgetting of course the creation this year of a professional team, the Paris Saints, now members of the European League of Football.
For their part, our German and British neighbors are not to be outdone, as they have both planned to welcome five NFL games from next season, including one in London between the Buffalo Bills and the Tennessee Titans inside the Tottenham Hotspur Stadium. No wonder, when you know that the Premier League club dreams of hosting the 2026 edition of the Super Bowl at home.
A dream no doubt difficult to materialize in the short term, but the idea is gaining ground, and if it is still far too early to talk about touchdownbut given the number of spectators expected, the test seems already validated!
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