By Beat Richert
The yearly Superbowl bonanza is just a couple of hours away and the hype is building up on social networks. Reason enough to do a quick math between the evolution of the cost for a 30 second spot versus the total TV audience being potentially reached by the former. Looking at the last 25 years, the cost for a 30 second commercial during Superbowl increased a whopping 543% (700 000$US to 4 500 000$US) while the total viewership grew only 55% (73,8M to 114,4M) between 1990 and 2015.
This means that costs for a 30 second commercial have risen ten times faster than the total viewership! In a constantly changing (advertising) world where TV and print revenues throughout the last two decades have been eroded by the measurability of digital media, this tenfold rise of TV commercial cost should be interpreted as a striking win for television. The unparalleled power of storytelling with captive and witty 30 second content seems more than ever vital to build brands. Encouraging news for TV sales teams indeed, at least as long as the broadcast rights are owned.