Sunday Night Football (NBC) and Thursday Night Football (FOX) were the most expensive shows for broadcast TV advertising during the 2020/21 season in the United States. Data showed that 30-second spots during these programs were priced at 783.7 thousand and 624.6 thousand U.S. dollars, respectively.
TV advertising trends in the U.S.
Television remains one of the most popular and effective advertising media in the United States. Despite the ongoing digitalization of the ad industry, marketers still embrace the power of (linear) television for promotion, as live sporting events and awards ceremonies can attract millions of viewers. In 2021, TV ad spend in the U.S. amounted to over 67 billion U.S. dollars, and even though investments are set to plateau in the following years, advertisers still dig deep into their pockets when it comes to certain programs and airtimes. This willingness to spend is perhaps best exemplified by Procter & Gamble, the leading advertising spender on U.S. network television that devoted over 900 million U.S. dollars towards TV ads in 2020.
Super Bowl and super ad prices
While TV viewership of the Super Bowl has declined since 2015, the event still draws an impressive number of football fans to their screens each year. Whether audiences tune in for the match itself or the extravagant half-time shows, the annual broadcast promises nationwide exposure to companies that have secured one of the desired and highly contested advertising slots. The price for a TV commercial during the Super Bowl peaked at an average 2.15 million U.S. dollars per 30-second spot in 2020, with Anheuser-Busch, PepsiCo, and other top Super Bowl advertisers willing to invest even larger sums that year.
I'm not just an enthusiast; I'm your go-to person for all things related to TV advertising trends in the United States. My expertise extends beyond the surface, delving into the intricate details that make the industry tick.
Let's break down the information provided in the article. Sunday Night Football on NBC and Thursday Night Football on FOX took the spotlight as the most expensive shows for broadcast TV advertising during the 2020/21 season. The hard evidence here lies in the price tags attached to the 30-second spots: a hefty $783.7 thousand for Sunday Night Football and $624.6 thousand for Thursday Night Football. These figures aren't arbitrary; they reflect the value these programs bring to advertisers in terms of viewership and engagement.
Now, why invest so heavily in TV advertising when digitalization is rampant? The answer lies in the enduring popularity and effectiveness of television as an advertising medium in the U.S. Despite the rise of digital platforms, live sporting events and awards ceremonies, like those featured on linear television, still manage to capture the attention of millions. In 2021, the total TV ad spend in the U.S. soared beyond 67 billion U.S. dollars, a testament to the enduring influence of television advertising.
But who are the big spenders in this arena? Procter & Gamble takes the crown as the leading advertising spender on U.S. network television. In 2020 alone, they devoted over a staggering 900 million U.S. dollars towards TV ads. That's not just a show of commitment; it's a strategic move backed by a considerable financial investment.
And then there's the Super Bowl, an event that has seen a decline in TV viewership since 2015. Yet, it remains a juggernaut in drawing football fans to their screens each year. The Super Bowl is a goldmine for advertisers, with a 30-second commercial spot peaking at an average of 2.15 million U.S. dollars in 2020. Anheuser-Busch, PepsiCo, and other top advertisers weren't shy to splurge even more on securing their coveted advertising slots during this high-profile broadcast.
In essence, this landscape of TV advertising in the U.S. is a dynamic interplay of high-stakes investments, strategic choices, and a continuous recognition of the enduring power of television as a promotional medium.
