Here's a Super Bowl bet that didn't pay off: Ponying up more than $ 5 million for one of the NFL's 30-second TVs.
The big game's TV characters on Sunday went to their lowest point in a decade, buying up advertisers like Anheuser-Busch, Coca-Cola, Amazon, Pepsi, T-Mobile and Hulu for possible buyer's remorse.
Patriot's 13-3 victory over Rams in the Super Bowl LIII was not only the lowest ranked title game for 10 years, but also the lowest score ever.
The matchup broadcast on CBS nabbed a 44.9 rating, according to Sports Business Journal, a decrease of 5.3 per cent from last year. It's the worst rating since the Super Bowl XLIII in 2009, when the Pittsburgh Steelers beat Arizona cardinals.
Despite weak viewing, CBS raised an estimated $ 382 million in advertising revenue, the third largest crowd in the game's 53-year history, research firm Kantar Media said on Monday.
These statistics may not be intriguing advertisers who excluded an average of $ 5.255 million for a half-hour ad, according to Dan Granger, CEO of the Oxford Road ad agency. He said there is "no connection between victory and pricing. It is more related to the economy."
Granger said that the only time for the advertising price fell was in 201[ads1]0 in the recession. If consumer spending slows, ad prices may fall next year, but most likely the prices will be flat or up, he said.
Don't worry much about the ad group, says Allen Adamson, co-founder of the branding company Metaforce, because the "biggest Super Bowl advertisers are very sophisticated with their deals." When the values are down, they have contractual terms to run their ads during other high-speed time slots, such as prime time, on favorable terms.
"The Super Bowl is still valuable for so many outlets," Adamson said. "There is still a long list of people who want to advertise. That's because there are so few opportunities to talk to 100 million people at the same time."