Super Bowl ad prices down as major brands pull out

Share this article:

In last week's issue, DMNews detailed PepsiCo's decision to pull Super Bowl advertising for its flagship soft-drink brand – after a 23-year run, no less – in favor of a digital CRM program that the company hopes will drive a two-way discussion with consumers. GM also reportedly will not advertise during this year's game.

According to numbers from TNS Media Intelligence, the ads have dropped in general value this year. A 30-second spot during this year's big game, to be broadcast on CBS, will cost advertisers between $2.5 million and $2.8 million. Last year, 30-seconds of ad space cost $3 million when NBC had the game. Also according to TNS, via Silicon Alley Insider, first-time advertisers have accounted for 20% to 25% of Super Bowl ads since 2005.

In the coming weeks, we'll be tracking the direct and digital advertising impacts of this year's Super Bowl-focused marketing initiatives. So stay tuned.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Stepping Stones to Marketing Success

Stepping Stones to Marketing Success

DMN's 2014 40 Under 40 Award winners discuss how their very first job make an impact on their marketing career.

Big Data Enables Bigger (and Hopefully Better) Campaigns

Big Data Enables Bigger (and Hopefully Better) Campaigns

Almost any dataset can improve the effectiveness of a marketing campaign—if used creatively and nimbly.

Stop Wasting Marketing Dollars on Poor Customer Experiences

Stop Wasting Marketing Dollars on Poor Customer Experiences

An open letter to the C-suite on the importance of remembering what it's like to be your customer.