$7 million: That's the crazy price for a 30-second appearance on the most-watched sporting event of the year

News culture $7 million: That’s the crazy price for a 30-second appearance on the most-watched sporting event of the year

Published on February 8, 2024 at 2:00 p.m

On the night of February 11th to 12th, more than 5% of the world’s population is expected to be behind their screens watching what is probably one of the most watched annual sporting events in the world. A meeting that also serves as a very effective promotional channel… assuming you have the means to do so.

A sporting event watched by 6% of the world’s population

121 million people. This is the number of spectators behind their screen registered at this American football game last year. A colossal number for an annual sporting event. This year it is the 57th edition, taking place this weekend, on the night of Sunday 11th to Monday 12th, at 00:30 French time (on beIN Sports).. Logically, the same number of people should be watching the game. A boon for companies who can talk about their product to a huge audience.

Except that you still have to have the means. In an article published by American media CNNAn advertiser has to pay between $6.5 and $7 million to have a 30-second advertising segment

. However, most ads last 60 seconds. So we would have to calculate twice as much to ensure that we would be broadcast under such conditions! It must be said that in addition to the players present on site (the game between the San Francisco 49ers and the Kansas City Chiefs), there are also many personalities on site to put on a show.

Lots of stars, few video games

Already present last year, artist Snoop Dogg will be there again. This time he will praise the quality of BIC brand lighters. We also know that Lionel Messi will appear in a commercial with actor John Sudeikis (Ted Lasso). Finally, Usher will take his place during intermission for a fifteen-minute mini-concert with Post Malone, REba McEntire and Andra Day

. Enough to succeed Rihanna, who made it onto the show in 2023 and whose performance caught the attention of video game players and, more specifically, Super Smash Bros.

Speaking of video games, it’s rare for publishers to use the Super Bowl to broadcast world premieres. If there were indeed rumors about God of War: Ragnarok last year, the released trailer probably only caused disappointment. As another example, we can talk about Nintendo in 2017. The Japanese company also took advantage of this major sporting event to present a new trailer for the Nintendo Switch. The console arrived worldwide two weeks later, but was unveiled six months earlier.