Every year, the cost to secure national advertising slots during the Super Bowl continues to soar, with NBC announcing that it has completely sold out of ad inventory for the upcoming event. The average cost for a 30-second commercial has reached a staggering $8 million, with several high-demand spots selling for over $10 million each, as reported by CNBC.
Marshall, NBC’s chairman of global advertising and partnerships, highlighted the rising trend of streaming-only commercials, which account for about 10% of the total ad inventory. These ads are typically priced at half the cost of their traditional TV counterparts, making them more accessible to a broader range of advertisers. The streaming simulcast of the Super Bowl has gained viewers annually, featuring exclusive ad spots aimed specifically at streaming audiences.
This year’s Super Bowl, which will showcase a face-off between the Seattle Seahawks and the New England Patriots from Levi’s Stadium in Santa Clara, California, will be broadcasted by NBC and also streamed live via its platform, Peacock. Despite the popularity of streaming, the Super Bowl remains primarily a broadcast phenomenon, with streaming-only ads filling the slots that would traditionally feature regional commercials. This shifts the spotlight to smaller brands that would previously have struggled to secure a spot on such a prestigious platform.
Companies like Tecovas, a cowboy boots brand, and Life360, a family location safety app, are seizing the opportunity to promote their products during the Super Bowl via streaming. Both brands’ chief marketing officers expressed optimism about their decision to allocate funds for these spots. Krista Dalton from Tecovas described the choice as a “deliberate” move to gain exposure in a high-engagement setting while maintaining budget control. Similarly, Mike Zeman of Life360 remarked that streaming allows for effective marketing without significantly straining their overall budget.
The Super Bowl consequently serves as prime advertising real estate, appealing to brands eager to reach millions of consumers simultaneously. Last year alone, approximately 128 million viewers tuned into the game across TV and streaming platforms, according to Nielsen.
NBC’s digital strategy has seen remarkable success, driven in part by live sports events, which has attracted increasing interest from advertisers. With notable events like the Super Bowl and the Winter Olympics approaching, NBC is set to capitalize on the growing subscriber base of Peacock, which recently reached 44 million subscribers.
Notably, the rise of streaming-only commercials offers a pathway for emerging brands to enter the Super Bowl advertising space. Last year, the direct-to-consumer health startup Ro made its Super Bowl debut through streaming and was so pleased with the results that this year they featured in a traditional spot during the game, starring tennis icon Serena Williams.
Brands are discovering that even less coveted time slots, such as pre-kickoff, can still deliver impressive results. Manscaped, a men’s grooming company, has joined the fray, preparing to promote their products before kickoff, showcasing the trend towards more affordable advertising opportunities during the Super Bowl.
As the digital and traditional advertising landscapes continue to evolve, the Super Bowl remains a marquee event for brands to showcase their contributions, allowing new and established companies alike to engage with a massive audience in a memorable way.