The road to Super Bowl LVII is almost over, with the kickoff for the biggest game in American sports less than two weeks away. As teams prepare to battle it out for the Lombardi Trophy, fans get ready to see another year of Super Bowl ads.
Advertisements are one of the highlights of the Super Bowl for both diehard NFL fans and non-sports fans. Some of the funniest commercials in history have aired during the big game, with companies shelling out millions of dollars for one 30-second window.
Related: Super Bowl records
It should come as no surprise that companies are willing to pay networks staggering prices for the most-watched show on television. Dating back to 2010, the Super Bowl has averaged over 100 million viewers and NFL TV ratings are as strong as ever.
With television networks paying more than $100 billion for the broadcasting rights to NFL games over the next decade, executives are looking for ways to make their money back. One way of doing that is by charging record-setting prices every year for a 30-second spot in the big game and it’s no different this year.
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According to Front Office Sports, Fox reportedly set its asking price for Super Bowl ads at $7 million for a 30-second window during the game. It marks a steep increase from the cost of running a commercial in previous years.
Super Bowl ad costs by year
- 2023: $7 million
- 2022: $6.5 million
- 2021: $5.6 million
- 2020: $5.6 million
- 2019: $5.2 million
Abigail Gentrup of FOS also noted that Anheuser-Busch will have the biggest advertisement presence for the game this year. With the NFL now partnering with other alcohol brands, ending its exclusivity, chief marketing officer Benoit Garbe of Anheuser-Busch said the company spent 3.5 times more money on commercials this year than its competitors.
Fans can expect to see commercials for Michelob Ultra, Bud Light and Busch Light as some of the primary brands being advertised on Feb. 12. Altogether, there will be three minutes of national advertisements by Anheuser-Busch, which projects to cost the company more than $20 million.
There will also be 30-second spots for other brands, like Heineken and Diageo. However, Pepsi is no longer the sponsor of the halftime show with Apple Music takings its place. Pepsi had served as the sponsor of the halftime performances for the last decade. Apple Music is reportedly paying the NFL $50 million per year for the new sponsorship rights.
Related: Super Bowl LVII FAQ