The Six Million Dollar Ad: Super Bowl 2024 Rakes In Highest Prices Ever

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What can six million dollars buy for you these days? If it’s Super Bowl Sunday, it will get you about thirty seconds on primetime TV. 

Super Bowl 2024 is bringing in record prices for its much coveted and highly anticipated ad spots. For a cool $6.47 million to be precise, you can have thirty seconds to share your message with millions of people.

This year’s asking price reflects an 11 percent increase over 2023, when a 30 second commercial went for $5.83 million, according to Guideline, an ad spend and pricing measurement company. Guideline emphasized figures represent an average cost, since some negotiated rates may be higher or lower, and some customers enter at “legacy rates.”

With one of the widest reaching audiences in TV viewership, it’s not a big leap to imagine why marketers are willing to leverage such an extravagant ad spend to gamble on the big day. Last year’s Super Bowl garnered 113 million viewers, and 2024 is expected to attract significantly more, with some estimates exceeding 200 million tuning in February 11th.

If you’ve been living off the grid and missed this year’s added hype from the social media world, the much followed romance between singer/songwriter, Taylor Swift and Kansas City Chiefs’ tight end, Travis Kelce, has added fuel to the viewership fire. Mix in the followers of San Francisco 49ers’ favorite couple, Olivia Culpo and Christian McCaffrey, and you have the ingredients for a show that could capture not only sports fans, but a coveted Gen Z audience as well.

It’s no secret non-football fans tune in for the sake of joining Superbowl parties and watching expressly for the commercials, and expectation for these ads to impress and entertain us are high. While the 2024 ad bookings have an emphasis on national brand advertisers, the biggest category in this year’s commercials will be food brands, followed by the entertainment sector, which held the top spot in 2023.

New and growing categories include ads from the pharmaceutical industry, personal care, and toys and games, among others. Will the viewership numbers and ad creativity live up to the hype? Will advertisers get enough return on their hefty price ticket? Tune in Super Bowl Sunday to find out. Meanwhile, read more here.

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