A 30 second ad in the 2022 Super Bowl will cost a company $7 million.
That led us to wonder… is it even still worth it? Experts says yes.
“We always talk about [the Super Bowl] being such a singular event,” says Garth Cramer, creative director at Boelter + Lincoln. “Especially now, the way we watch TV has changed. I don’t even know if we can call it TV anymore, the way we watch video has changed so much. Live sports is the one thing that people still want to see live. And this is the biggest one of all. There’s no stage like it in the world. For that six-and-a-half or seven million dollars, for a company that can afford it, there’s no way to replace that kind of audience.”
Similarly, president of STIR advertising Brian Bennett says even a thirty second ad can change your perspective on a brand making it worth the financial risk.
“People are expecting something audacious because it’s a Super bowl ad, so now you have to produce something audacious,” Bennett says “these spots might not even run as much, but if you crush it on Super bowl Sunday you’ve made an impact and changed the direction of your brand.”