Super Bowl LII draws $414MN in ad spending | Major Businesses | Business
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The epic showdown between the New England Patriots and the Philadelphia Eagles in Super Bowl LII drew $414 million in ad expenditures.

super bowl ad 6 feb 2018According to Kantar Media’s preliminary estimate of in-game spending, this is the second-largest amount in history apart from last year’s game, which was the first to run into overtime and enabled FOX to run four additional commercials.

There was a total of 49 minutes, 35 seconds of commercial time from paying sponsors, the NFL and NBC Universal networks. This matches the third highest total on record. The game itself lasted three hours, 46 minutes (including half-time) which means advertising accounted for 22% of the broadcast. By comparison the length of a typical NFL regular season telecast is 187 minutes with commercials accounting for 42 minutes (22%) of the programme.

Anheuser-Busch InBev and Fiat Chrysler Automotive were the top advertisers in the game, each with four minutes of ad time. They were followed by Toyota Motor at three minutes and at two-and-a-half minutes. Auto manufacturers were the lead category during the game, accounting for 11 spots and nine minutes of commercial time.

There were only four first-time marketers during the game, the fewest in the past decade and less than half the number in each of the four preceding Super Bowl games. The 2018 freshman roster included Australia Tourism,, Giant Bomb (a mobile game publisher) and Monster (audio headphones).

When expenditures from pre-game and post-game programming are tabulated and included, the total revenue for the event will easily surpass $500 million.