The Super Bowl, the pinnacle of American football, is more than just a clash between the Kansas City Chiefs and the Philadelphia Eagles. The game's commercial breaks are a spectacle in themselves, featuring high-profile brands and A-list celebrities, generating a cultural buzz akin to a film festival. The exorbitant cost of advertising slots, reaching up to US$8 million for a 30-second spot, reflects the immense value placed on the live broadcast, which attracts over 120 million viewers.
Two teams – the Kansas City Chiefs and the Philadelphia Eagles – will march into the Caesars Superdome, in New Orleans, Louisiana, on Monday, Australian time, to slug it out for America’s greatest sporting honour: the Super Bowl .
The Super Bowl ad economy is worth hundreds of millions of dollars each year, not just in lavish production costs, but in carved up airtime. This bottom line has helped expand the telecast to between three and four hours in duration. Such transitions from commercial enterprise to cultural event are increasingly commonplace: the Dieux du Stade and Pirelli calendars,swimsuit issue are all business ventures which have cloaked themselves increasingly in media noise.
The price tag for showing up depends on whether a brand has booked a 15-second, 30-second or 60-second slot, though many of the major brands opt for 60, hoping to turn their ad into a viral video. For the same reason, many of the ads are released a week early to generate buzz, rather than older custom of keeping them under wraps until game day.
Entertainment SUPER BOWL ADVERTISING SPORTS CELEBRITIES TELEVISION
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