Super Bowl kickoff is still two months away, but Madison Avenue has been readying
plans since summer for one of advertising’s biggest events of the year. Every year, it seems the
championship match gets off to an earlier start, and the latest is no different with NBC’s
inventory nearly selling out before the NFL season began. Despite the record-high price tag the TV
network charges to advertise during the game — up to $6.5 million for 30 seconds of airtime — many
marketers still view the annual event as a top opportunity to reach consumers.
This season’s game follows another unusual year of football, with the NFL
some players due to COVID-19. Uncertainties throughout the season are likely to trickle into the
Bowl’s lead-up, pushing some longtime advertisers to sit out while opening space for newcomer
like cryptocurrencies and sports betting to jump in.
Historically, the game is an ad revenue heavyweight, raking in $545 million in more
than 57 minutes from ads in 2021’s game. Still, it remains to be seen how the differing categories
face off as marketers navigate ongoing challenges spurred by the pandemic. As brands announce
their upcoming commercials, Marketing Dive will update this tracker on the road to SoFi Stadium in
Angeles. Be sure to tune in here ahead of the Feb. 13 match for the latest news about advertising’s