Super Bowl to reach record-breaking views
With about 43 percent of households watching, Super Bowl Sunday has become a national holiday. This year a record-breaking 100 million viewers are expected to tune in to the big game, according to industry research firm IBISWorld, an increase of 1.1 percent from 2009.
One of the factors contributing to the growth in viewership is the current state of the economy, which is causing consumers to turn towards cheap forms of entertainment. Secondly, Super Bowl viewership has been steadily increasing since 2005, as it further establishes itself as a national holiday. Besides the actual game, the excitement surrounding the commercials, halftime show and parties continues to grow annually.
With such high viewership numbers, corporations can still realize the value of their nearly $3 million, 30-second advertising investments. This year, CBS lowered the average price of a 30-second commercial spot to $2.7 million, down from NBC’s $3 million average last year. This strategy has proved successful as CBS has already sold out their ad space for the Feb. 7 game, despite major players like Pepsi and FedEx dropping out due to economic troubles.
“Theoretically, CBS could have charged more but the ad space was expected to be difficult to sell this year given the market conditions,” said Toon van Beeck, senior analyst with IBISWorld. “In the months leading up to this year’s game however, CBS was well ahead of where it was in 2007, when the network last hosted the Super Bowl.”
In fact, the number of 30-second commercial slots during the Super Bowl has increased from 55 in 2007 to 62 in 2010.
“Advertisers this year will likely be getting the most value for their dollar in recent Super Bowl history,” adds van Beeck. “Given total viewership will top 100 million and the fact that they’re paying 10 percent less than last year, makes this investment a worthwhile strategy.”
Tags: 100 million, 2010, advertising, ibisworld, industry, party, record-breaking, super bowl, viewers
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