You might be surprised at just how much advertisers have spent in recent years for a 30-second spot during the NFL’s championship game.

It’s way too early to tell exactly which teams will be crowned 2020’s kings of football – it could be the Patriots, Saints, Chiefs, or another top odds contenders for Super Bowl LIV. What is certain, however, is that brands will fork out astronomical amounts to show their wares during the game.

Super Bowl Ad Costs Through History

When the Packers met the Chiefs in the first Super Bowl on January 15, 1967, the cost of running an ad during the telecast was $1 333 per second, or roughly $40 000 ($306 758 in 2019 dollars) for a 30-second spot.

By 1977, Super Bowl ad costs had skyrocketed to $125 000 ($528 347 in 2019 dollars) for the same 30 seconds. The price tag was in 1988 was $645 000 (about $2,75 million in 2019 dollars).

For Super Bowl XXXIX in 2005, advertisers shelled out $2,3 million ($3 million in 2019 dollars) for 30 seconds of audience attention.

Do you spot a trend?

In the 52-year history of the Super Bowl, the price of a 30-second commercial has doubled about every 10 years.

Why Are Super Bowl Ads So Expensive?

The short answer is maximum exposure.

The Super Bowl telecast regularly draws 100 million or more viewers. According to TV ratings giant, Nielsen, Super Bowl telecasts account for 19 of the 20 most-watched programs in US history (the series finale of M*A*S*H in 1983 being the lone non-big game entrant on the list).

Getting in front of a hundred million consumers comes at a premium price. There’s simply no TV opportunity for advertisers bigger than the Super Bowl. Viewers embrace slick, Hollywood-quality commercials as part of the Super Bowl experience.

Despite the enormous cost, brands see a healthy return on their Super Bowl ad spends. In 2015, current Fox ad executive Seth Winter estimated each commercial generates around $10 million in PR value.

What will a 30-Second Super Bowl Commercial Cost in 2020?

Advertisers paid $5,1 million to $5,3 million for 30-second spots during the 2019 NFL championship clash between the Patriots and the Rams – that’s an average per-second ad cost of over $170 000.

A 30-second Super Bowl commercial during Super Bowl LIV on February 2, 2020, could cost upwards of $5,5 million based on recent year trends.