A 61 slide powerpoint looking into details that should be considered when deciding to buy air time during a super bowl.

1. Are Super Bowl Ads Really
Worth The Money?

2. A VISUAL
PRESENTATION BY
JACOB TUOHY

3. What even is the Super Bowl?

4. The Super Bowl is
the annual playoff
championship of
the National
Football League.

5. What does
this have to
do with
you?

6. It holds the record
for highest average
viewership of any
U.S. television
broadcast.

7. Iconic halftime
performances
.

8. Commonly known
to produce some of
the most
memorable
commercials ever.

9. So what’s the
issue?

10. In 2021, a 30 second ad cost
brands an average of $5.5 Million
dollars
This Photo by Unknown Author is licensed under CC BY-ND

11. No other
sporting
event
comes
close with
advertising
cost: $5,500,000
$760,243
$509,000
$404,000
$360,000
SUPER BOW L NBA FINALS WOMEN'S
WORLD CUP
FINAL
REGULAR
SEASON NFL
GAME
WORLD
SERIES
AVERAGE PRICE OF 30 SECOND
AD
Average Price of 30 Second Ad

12. If commercials cost so much,
why do companies keep
buying them?

13. Since 2006,
over 90 million
people have
tuned into the
Super Bowl.

14. Viewers enjoy the commercials that
companies buy.

15. CNBC survey from 2016 - 97% of
super bowl viewers agree or strongly
agree that they enjoy super bowl ads.

16. 107,534,200

17. According to the CNBC
survey, that’s the number of
viewers that enjoyed the
most recent round of
advertisements.

18. Notable commercials
that first appeared in a
Super Bowl

27. Does this mean the
5.5 million dollars
produces results
worth the price?

28. Well… that depends.

29. If you are looking for an increase in
sales, it depends on the
successfulness of the ad.

30. It’s hard to directly
contribute any form of
sales to a Super Bowl
commercial.

31. Depending on the
success of the ad, a
company could raise
or lower sales based
on the public
reception.

32. An campaign that is
loved by the viewers
could see massive
returns.

33. “According to Kantar
research, the 2021
Super Bowl ads
delivered an average
return on investment
(ROI) of $4.60 per
dollar spent.”
https://www.kantar.com/north-america/inspiration/advertising-media/2021-super-bowl-generated-435-million-dollars-in-ad-

34. Budweiser is considered to
have one of the most
successful super bowl ad
campaigns ever.

35. Budweiser has an
estimated return of
investment of over
%170, earning an extra
$96 million from their
ads.

36. The gains
Budweiser has seen
are not the same for
every brand.

37. Competing companies can
cancel out each others'
effects and eroded a
potential increase in sales.
This Photo by Unknown Author is licensed under CC BY

38. Budweiser’s success is
an outlier and is hard to
replicate.

39. Super Bowl commercials can flop and
turn into a loss of money and
reputation.

40. If an increase of word of mouth is what
is wanted, yes.

41. There is about a 68% online increase of
word of mouth on the day of the Super
Bowl.

42. The total word-of-mouth
increases 22% the week after
the Super Bowl.

43. Super Bowl advertisers see a
16% increase the month of
the game, both offline and
online.

44. While costly, an ad in
the super bowl is the
one of the most
concentrated way to
reach 90 million
people.

45. Ads in super
bowls create an
association
between the brand
and the sport.

46. As football is the most watched
and followed sport in the United
States, an association with the
sport is good for any brand.

47. This association is
furthered with
companies like
Budweiser, Pepsi,
Doritos and other
consumption
brands.

48. This is due to the
increase in
consumption of
various items
while watching
sports.

49. All this creates positive
brand exposure and
reputation.

50. To recap:

51. The Super Bowl has created some
of the most memorable
commercials to come across
consumer’s screens.

52. Despite the $5.5 million price tag for 30
seconds of air time in 2022,

53. Nothing comes close the numbers
and audience the Super Bowl
reaches year in and out.

54. Data on the effect Super Bowl
commercials have on the
advertising brand sales is hard to
find.

55. Limited data does
however report a positive
average return of invest
on Super Bowl
campaigns.

56. Data has been found to support
that word of mouth for successful
campaigns dramatically
increases after the Super Bowl.

57. The correlation between a brand
and the Super Bowl or football in
general has seen to improve
companies numbers.

58. Easiest way to reach 90,000,000
people trough one focused and
creative medium.

59. Multi year investments and
campaigns have produced massive
results for companies like Budweiser
and Pepsi.

60. Ultimately the
potential benefits of
advertising in the
Super Bowl outweigh
the potential
negatives.

61. Making the $5.5 million price tag and
risk worth the money for the average
company.