A record-setting 111.5 million Americans were tuned into Fox for Super Bowl XLVIII at any given moment of the game last year. NBC has already set a record of its own with Super Bowl XLIX by adding $500,000 to the price tag for game time commercials, bringing the total cost of a 30 second TV slot to $4.5 million. Rounding up from last year, we’re assuming average viewership grows to 112 million for this year’s game – outstanding reach by any television standards. But for some advertisers, dropping $4.5 million in a single day just isn’t in the cards, no matter how big the event. So, if you want to buy the Super Bowl’s reach without breaking the bank (or if you just like a good deal), you might want to look at programmatic digital video.
For $1.1 million – less than 25% of the price for a TV slot, you could reach 112 million Americans in a single day where they consume video across the Internet. (They’re watching a ton of video on the Internet according to Nielsen). And while the Super Bowl may be unique in the TV advertising calendar, there are enough U.S. Internet users to support a Super Bowl sized digital campaign any day of the year.
Of course, spending millions of dollars in a single day is not necessarily the most effective or efficient use of your advertising budget (learn why here). If you chose to forgo the Super Bowl splurge and run a season-long campaign instead, you could buy a football-interested audience the size of Monday Night Football’s programmatically every week for one-third the cost of a game time TV ad. Monday Night Football’s audience consists of 13 million viewers per week and features one of the highest concentrations of males 18-34, 18-49, and 25-54 on television. By running on premium football and sports news sites every Monday, you could reach 13 million highly engaged Monday Morning Quarterbacks every week throughout the entire regular season.
How you approach your Super Bowl ad buy ultimately comes down to how far you want to stretch your dollars. If you’ve been doing the math, you’ll have realized that programmatic digital video can get you both a Super Bowl blitz and a season-long Monday Night Football campaign for under $4.5 million. In fact, you’d have enough left over to treat yourself and 497 friends to Super Bowl tickets. Show Less