Culture news 7 million dollars: this is the totally crazy price to appear for 30 seconds during the most watched sporting event of the year
On the night of February 11 to 12, more than 5% of the planet is expected behind their screens to watch probably one of the most watched annual sporting events in the world. A meeting that also serves as a very effective advertising channel… provided you have the means.
A sporting event watched by 6% of the planet
121 million people. This is the number of spectators behind their screen which was recorded last year for this American football match. A colossal figure for an annual sporting event. This year, it is the 57th edition which will take place this weekend and more precisely on the night of Sunday 11 to Monday 12 at 12:30 a.m. French time (on beIN Sports). Logically, an equal number of people should watch the match. A boon for companies who can talk about their product to a gargantuan audience.
Except that you still have to have the means. In an article published by the American media CNNan advertiser must pay between $6.5 million and $7 million to have a 30-second ad segment. However, the majority of ads display a duration of 60 seconds. We would therefore have to count twice as much to ensure that we are broadcast in such conditions! It must be said that in addition to the players present on site (the match between the San Francisco 49ers and the Kansas City Chiefs), many personalities are there to put on a show.
Lots of stars, few video games
Already present last year, the artist Snoop Dogg will be present again. This time, he will praise the quality of BIC brand lighters. We also know that Lionel Messi will be present in an advertising spot with actor John Sudeikis (Ted Lasso). Finally, Usher will take his place during the break for a fifteen-minute mini concert with Post Malone, REba McEntire and Andra Day. Enough to succeed Rihanna who made the show in 2023 and whose performance caught the eye of video game players and more precisely those of Super Smash Bros.
Speaking of video games, it is rare for publishers to take advantage of the Super Bowl to broadcast world premieres. Last year, if there were indeed rumors around God of War: Ragnarok, the trailer released then probably only generated disappointment. To take another example, we can talk about Nintendo in 2017. The Japanese firm also used this big sporting event to present a new trailer for the Nintendo Switch. The console arrived two weeks later worldwide, but it had already been presented six months previously.