The Wall Street Journal this morning reported that the advertisement spots for Super Bowl XLVI have officially sold at. The asking price was a staggering $3.5 million for a 30-second spot. In 2011, the asking price was around $3 million.
The increase in advertisement asking prices is likely as a result of the Super Bowl being one of the few â€œliveâ€ advertising opportunities in which the vast majority of individuals will not use their DVR, watch the event on Hulu, or any other electronic system.
One other consideration for the higher prices are the advertisements themselves. Super Bowl ads have become themselves a source of entertainment value. Some individuals who have no interest in football will watch the Super Bowl just for the ads. According to a study that Nielson conducted, Super Bowl ads are 58% more memorable. They become viral videos on the internet and become a part of popular culture. Volkswagen, according to the Wall Street Journal claimed that it got more than $100 million in free publicity for its ad featuring a little boy dressed as Darth Vader.
Considering that viewership of the Super Bowl has steadily increased each year for the past 5 years, it’s no wonder why advertisers are willing to shell out more and more money for the opportunity to catch your attention for a couple of seconds.