- ViacomCBS is reportedly asking $5.5M for 30-second ads during the 2021 Super Bowl.
- The Super Bowl is the most watched sporting event of every year.
- Barring any changes or cancellation, Super Bowl 50 will take place on February 7, 2021 at the Raymond James Stadium in Tampa, Florida.
With the NFL season almost here, football talk has moved forward, even as far as next year’s Super Bowl. Online betting sites have already started opening betting markets for some Super Bowl prop bets. If you want to wager on the coin flip, that bet is already up at the best betting sites.
On the business side of the most anticipated game of the year, CBS has already started pricing the commercial slots for Super Bowl LV. According to sources, ViacomCBS Inc- which holds broadcast rights for the game, is asking $5.5M for the 30-second commercial spots during the February 7, 2021 game.
— MCJ Department (@FSMCJDept) August 25, 2020
Advertisers Want Back Out Clauses
People close to the talks are also saying that CBS will be requiring Super Bowl advertisers to also appear in the game’s online stream. That additional exposure will cost the companies roughly an additional $200,000. Potential advertisers don’t have an issue with that, however, what they are more worried about is whether the game will be affected by the continued outbreak of the COVID-19 virus.
While the NFL season is good to go next month, there is no guarantee that the coronavirus won’t halt the upcoming campaign or will force the championship game to be called off. Because of these uncertainties, advertisers want a way out of their commitments if the game is cancelled. Sources said that some advertisers have asked for contracts with clauses around contingencies.
But CBS reportedly told buyers that they will get their money back if the game is cancelled. Past Super Bowl ad contracts didn’t give advertisers the opportunity to back out, in case the game is cancelled. But this year is different, not just in the NFL but across all sports, due to the pandemic.
No Significant Price Hike
CBS charged $5.1M to $5.3M for 30-second TV ads during Super Bowl LIII last February. Historically, ad prices have gone up every year. However, with the coronavirus pandemic paralyzing the world’s economy, CBS decided not to seek a significant price hike this year due to the uncertainty caused by the coronavirus pandemic.
Many companies have cut advertising budgets as a response to the economic damage brought about by the COVID-19 pandemic. Retail business and the movie industry have taken a big hit from the outbreak and they comprise a good number of regular advertisers in the biggest game of the year. However, there are still companies who have the dollars to spend that are tempted to buy Super Bowl slots.
The Super Bowl is the most watched television broadcast of every year and as such, it provides advertisers the rare opportunity to reach tens of millions of potential customers at once. The 2020 edition of the Super Bowl, played between the Kansas City Chiefs and San Francisco 49ers, drew 99.9 million viewers in the United States. The most watched Super Bowl in history was Super Bowl XLIX with a record 114.4M viewers.
Biggest Event of the Year
Aside from being the championship game of the National Football League, the annual Super Bowl is the biggest entertainment event of the year in the United States. Some of the world’s most popular musicians take center stage during the iconic halftime show, performing in the most elaborate sets of their careers. Last year, music superstars Jennifer Lopez and Shakira set the stage on fire with their dazzling halftime performance.
Aside from the entertainment, the Super Bowl is also a haven for sports bettors. With countless prop bets including the coin flip result, time of singing the national anthem, halftime performers’ attires, and even wardrobe malfunctions. Earlier this year, the American Gaming Association said that approximately 26M Americans wagered around $6.8B on Super Bowl LIV.