Following the epic Australian Open finals this weekend, the next major sporting event is just around the corner to offer some welcome distraction from what else is happening in the world. When Super Bowl LI kicks off on Sunday, hundreds of millions of people around globe will be watching, enjoying the game, the show and everything that comes with it.
In the United States, Super Bowl TV viewership has risen sharply since the 1990s. For the past few years, it has been hovering around 110 million with the 2015 game setting an all-time U.S. television record at 114.4 million viewers. After a slight decline in viewership last year, this year’s Super Bowl is likely to beat the 2016 game, but can it break the record for the most-viewed TV program of all time?
Regardless of whether 110 or 115 million people will tune in, it’s numbers like these that explain why brands are willing to pay millions to advertise during the broadcast. After all, which company wouldn’t want its brand to be present at the biggest TV event of the year?
This chart shows how many people in the United States tune in to the Super Bowl every year.
When Super Bowl LI kicks off on February 5, the NFL championship won’t be the only title that’s on the line. With more than a hundred million viewers glued to the TV in the U.S. alone, marketers and advertisers will compete for the unofficial title “Most Memorable Super Bowl Spot”.
Since 2007, the average rate for a 30-second spot during the Super Bowl broadcast has risen from $2.4 million to $4.8 million, making it by far the most expensive time slot U.S. television has to offer – a 30-second spot during the Academy Award ceremony is less than half the price. It’s a price that brands are willing to pay though. Last year, Super Bowl TV ad spend in the U.S. amounted to $445 million when including pre- and post-game programming. According to Kantar Media that is roughly equivalent to the combined ad revenue of the four major broadcast networks in an average week.
In return for their investment, advertisers not only get a huge audience (111.9 million viewers in 2016) but an audience that sticks around: during the 2013 Super Bowl, only 0.7 percent of the audience tuned away during commercial breaks. The average tuneaway rate during regular TV programming is five times as high. Consumers tend to pay special attention to Super Bowl ads, as agencies typically try to honour the prestigious occasion with especially witty and often funny ads.
This chart shows TV ad rates during the TV broadcast of the Super Bowl in the United States from 2007 to 2016.
The BBC’s Price of Football 2016 report shed light on how much every home goal costs average fans in the Premier League. Arsenal fans had to fork out £32.71 for every goal they saw. On the other hand, Manchester City fans enjoyed the best ticket price to goal ratio, handing over just £6.36 to say a goal at their home games. Read more on the indy100.
This chart shows the cost of seeing one goal based on 2015/16 ticket prices and home results.
Arsenal is renowned for its astronomical prices when it comes to the fan experience. Ticket prices are consistently the highest in the country and show no sign of falling down into line with the rest of the Premier League. While the Gunners had a decent season last year, finishing second to an astonishing Leicester, the cost of a goal in the Emirates Stadium for the home spectators was the highest in the league. Calculated by dividing the cost of the cheapest season ticket (£1,014) by the number of home goals (31), the cost per goal was £32.71. Down at the other end of the scale is Manchester City, where fans can see a goal for every £6.36 they spend.
This chart shows the cost for a fan in the stadium per goal scored by the home team in the English Premier League.