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How Much Do Top Advertisers Pay To Produce Your Favorite Super Bowl Commercial?

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Super Bowl LIV in Miami, is less than a week away, but companies have already started releasing their commercials for the biggest TV event of the year.

Fox  (FOXA) - Get Fox Corporation Report, the network airing the 2020 Super Bowl, sold out its advertising slots in November. Fox had been selling 30-second slots for as much as $5.6 million. The brands advertising in this year’s Super Bowl game include Facebook  (FB) - Get Meta Platforms Inc. Report, Snickers, Heinz  (KHC) - Get The Kraft Heinz Company Report, Pop-Tarts and Proctor & Gamble  (PG) - Get Procter & Gamble Company (The) Report

President Donald Trump and presidential candidate Michael Bloomberg are also airing presidential campaign ads during the game.

Budweiser  (BUD) - Get Anheuser-Busch Inbev SA Sponsored ADR (Belgium) Report, Hyundai, Michelob, and Porsche have already released their Super Bowl commercials ahead of the big game. Other companies are expected to follow suit in the days leading up to the Super Bowl. 

That extremely high price tag for a Super Bowl ad might be worth it for some companies. More than 103 million viewers tuned in 2018 to watch Super Bowl LIII. But for others, having a commercial air during the most-watched sporting event of the year may be a bad investment. Some ads simply don’t resonate with consumers, and others may trend on social media but still fail to inspire viewers to actually buy the products being marketed.

The allure of a Super Bowl commercial spot is hard to resist for big corporations. The largest Super Bowl advertisers of 2018 include Amazon  (AMZN) - Get Inc. Report and Toyota  (TM) - Get Toyota Motor Corporation Report, while Anheuser-Busch  (BUD) - Get Anheuser-Busch Inbev SA Sponsored ADR (Belgium) Report and Fiat Chrysler  (FCAU) - Get Stellantis N.V. Report sat at the top of the list, each spending $42 million. As a result of this big spending, Super Bowl advertising reached $408 million in 2018, almost twice the figure of 2010, yet still representing a small decrease on the $419 million spent in 2017.

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