Super Bowl—for sports fans, it’s time to sit back, relax, maybe have a tailgate party with friends, and enjoy a great football game. For big companies, it’s time to dump huge amounts of money just to get a spot during commercial breaks. The automotive industry, in particular, has been one of the top Super Bowl commercial ad buyers since 2011.
So you might be wondering, how much does a Super Bowl ad cost?
Kantar Media stated that last year, a 30-second Super Bowl ad cost an average of $5.2 million. A total of $482 million ad revenue was also recorded, $52 million shy of 2017’s total ad revenue—the highest recorded ad spending in Super Bowl due to an overtime period resulting in more commercials aired. This year, Bloomberg states that a 30-second commercial slot will range from $5.1 to $5.3 million, not much different from last year.
There was a decline in automotive ad spending from 2014 to 2017. Seven automotive companies had Super Bowl car commercials in 2017 with an estimated amount of $70.7 million spent on ads.
Last year, only 6 car companies ran their ads, the smallest recorded since 2010. However, this accounted for 23% of expenditures with a total of $94.2 million, proving that the auto industry is still the top advertising category of the big game. This was followed by motion pictures and the food industry (excluding candy) each with a total of $26.2 million ad expenditure or 6% of total ad investments.
Fiat Chrysler, tied with Anheuser-Busch In Bev (a Belgium brewing company), took the top spot as the largest advertisers of last year’s Super Bowl, spending a total of $42 million each, while Toyota Motors snatched the third spot with $31 million. Fiat Chrysler has been one of the Top Super Bowl spenders for five consecutive years. In 2017, they were in the fourth spot, shelling out $20 million on ad expenditure.
Just last year, Kia and Lexus made their Super Bowl debut and a lot of viewers talked (and tweeted) about their commercials on social media. Kia’s ad entitled “Feel Something Again” had Steven Tyler, the lead vocalist of Aerosmith, driving a Kia Stinger in reverse (with his track “Dream On” playing also in reverse in the background). At the end of the video, Steven stopped and the track played forward with a youthful Steven smiling at his fans.
Toyota’s luxury brand, Lexus, produced the “Long Live the King” ad, which had King T’Challa, also known as the Black Panther, doing amazing stunts and driving demos, symbolizing Lexus’ owning the crown in high performance driving.
With Super Bowl LIII fast approaching, Auto Parts Warehouse listed some of the car commercials you should keep an eye out for:
- Audi’s focus on electrification and its e-tron crossover
- Super Bowl LIII Official Sponsor Hyundai’s Palisade SUV and Shopper Assurance online car-buying program
- Kia’s “The Great Unknowns Scholarship”
- Toyota’s new RAV4 crossover
Now, aside from who’s winning between the Patriots and Rams, which Super Bowl car commercial are you looking forward to the most?
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