Super Bowl LIII rakes in $382MN in ad spend | Ratings/Measurement | News | Rapid TV News
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Overall viewing numbers may be down, but Super Bowl LIII saw an estimated $382 million of advertising spending – coming in as the third-biggest Super Bowl for ads after the 2017 and 2018 games.
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That’s according to Kantar Media, which found that when expenditures from pre-game and post-game programming are tabulated and included, the total revenue for the event should surpass $450 million.

Overall, there was a total of 49 minutes and 45 seconds of national advertising during the showdown between the New England Patriots and the Los Angeles Rams. The game itself lasted 3 hours, 32 minutes (including halftime) which means advertising accounted for 23% 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.

Excluding unpaid promotional spots from CBS and the NFL, the game featured 37:25 minutes of national air time from paying sponsors, which is the least amount since 2010. Meanwhile, network promos reached 9:55 minutes, the second-highest volume in history.

Excluding the promotional messages aired by CBS and the NFL, there were a total of 57 in-game spots aired by 45 different advertisers and 38 unique parent company owners. The difference in counts between advertisers and parent owners is due to some parents showing commercials from more than one of the advertisers they own. For example, Pepsico accounted for three advertisers in the game – Bubly, Doritos and Pepsi.

Interestingly, long-form ads had a significant presence in Super Bowl LIII. Of the 57 in-game commercials from paying sponsors, 16 were one minute or longer.

The top advertiser was beverage manufacturer Anheuser Busch In Bev, spending an estimated $59 million. Its purchase of 5:45 minutes of ad time was its largest Super Bowl buy in more than 25 years.

Amazon was the runner-up at $25 million, followed by Google, Deutsche Telekom and Toyota Motor, each spending an estimated $20 million.

Auto manufacturers were the leading category during the game, for the tenth consecutive year, accounting for an estimated $66 million of spending and 6:30 minutes of commercial time. Auto-makers were also again the most frequent users of long-length spots. Each of the six messages aired by an auto maker was either 60 or 90 seconds in length.

However, it was the category’s smallest presence in the Super Bowl game since 2010: There were just six spots from five different nameplates, the smallest counts since 2009. The amount of ad time was the least since 2010. From 2015 through 2018, the auto category averaged 9 minutes of messages.

The Jeep, Lexus and Ram nameplates did not return from their 2018 appearances. Offsetting these departures was the addition of Mercedes Benz.

Beer advertising, all from Anheuser Busch InBev, was the second-largest category with $54 million and 5:15 minutes of messages. On addition to its beer ads, the company also aired a commercial for its Bon & Viv spiked seltzer product.

Telecom finished in third place at $46 million and 4:30 mm:ss. These three categories represented over 40% of the total commercial time from paying advertisers.

Other categories also had rival brands battling it out during the commercial breaks in Super Bowl LIII. Some notable examples include streaming video services (Amazon Prime, Hulu, Netflix); snack foods (Doritos, M&Ms, Planters, Pringles); and home security systems (ADT, SimpliSafe).

There were some notable declines, including the number of first-time advertisers. From 2009-2018 the Super Bowl  attracted an average of eight first-time advertisers per year, many of them relatively small companies that viewed the game as a platform to increase brand awareness. The rookie turnout at Super Bowl LIII was a bit smaller, with six players: The 2019 freshman roster included ADT, Bumble, Expensify, Mint Mobile, SimpliSafe and the Washington Post.

Kantar also found that the event also saw some attrition: None of the three companies that were first-time participants in 2018 returned this year; and, 35% of 2018 sponsors in general did not return in 2019. Of the 37 parent companies with messages in the 2018 game, 13 were absent this year, for an attrition rate of 35%. The most notable dropouts this year were Coca-Cola and Fiat Chrysler.