Buying commercial time during the Super Bowl can cost as much as $8 million for 30 seconds of airtime, according to a marketing expert, not counting additional filming costs and celebrity fees that add up quickly.
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The Super Bowl, the final of the NFL championship, will take place on February 8. Already, advertisements which will be broadcast there are being released on social networks.
Gaëtan Namouric, founder and strategist at Perrier Jablonski, recalls that 120 million viewers will watch the Super Bowl in the United States alone.
Around the world, including in Canada, there are hundreds of millions of listeners.
“We have no right to make mistakes,” declared Gaëtan Namouric on the show On your businessTHURSDAY.
According to the public relations and marketing expert, brands will have to pay more than $8 million to buy 30 seconds of on-air advertising.
Added to this are the costs of filming the advertisement in question, worth between one million and 5 million. And with a star, “it can cost 5 to 10 million.”
For example, Pizza Hut hired athlete Tom Brady for its commercial, which was unveiled on Thursday. According to Gaëtan Namouric, Brady will get a fee of $5 to $10 million.
In total, the required budget for a Super Bowl ad is $20 to $30 million.
“You really have to put yourself in the brands’ shoes. We know exactly what’s going through the consumer’s mind that evening. We want to have a good time,” he said.
The Hellmans company advertisement was also shared on Thursday. Why publish it in advance? “It allows them to buy a single 30-second slot during the evening, but to spend almost free on social networks,” he added.
Nearly 8 in 10 Americans say they also watch the Super Bowl for the commercials.
Brands “don’t want to miss this,” concluded Gaëtan Namouric.
To watch the interview, click on the video above.
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