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Super Bowl Spending Statistics, Trends, and Fun Facts

Lea Kuscer Avatar
Lea Kuscer
3 March, 2020 • Updated 25 days ago
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Super Bowl Spending Statistics, Trends, and Fun Facts

The Super Bowl is one of the most-watched events in the United States. Super Bowl spending amounts to one of the most significant money-making events in the media. Every year, millions of people watch this TV spectacle. In 2020, an average of 102 million people ages 18 to 49 watched the game between the Kansas City Chiefs and San Francisco 49ers.

Since the Super Bowl is the largest sports event in the United States and it takes place each year after the National Football League (NFL) playoffs at the end of the season, it’s a real American winter holiday. The Super Bowl is also the tourist event of the year for the city that hosts the event. But what is the most important Super Bowl spending information? Let’s find out.

Super Bowl Marketing Spending Statistics

One of the great attractions of the Super Bowl are the advertisements that are aired duringthe game.

With the Super Bowl being such a massive national event, no wonder that a lot of money revolves around it. Marketers eagerly wait every year to launch new marketing campaigns that focus on this special day. Here are some of the statistics that prove how big of a marketing opportunity the Super Bowl really is.

  • In 2020, Anheuser-Busch InBev was the largest spender on the ads for the Super Bowl with $41 million, PepsiCo was in the second place, spending around $31 million, while Procter & Gamble spent $30 million. The fourth company to pay the most on the Super Bowl was Amazon, with $26 million in ad spend, according to Adweek’s article.
  • An average 30-second ad-spot in the middle of the Super Bowl broadcast cost an estimated $5.25 million in 2019, according to Statista’s report.
  • During the first Super Bowl in 1967, a 30-second commercial cost about $40,000, according to CNN.
  • 2020 Super Bowl generated a whopping $435 million revenue through in-game advertising for host network Fox, according to Kantar Media’s report.
  • 24% of all broadcast time was dedicated to ads in 2020, according to the same report.
  • The leading ad category in the Super Bowl in 2020 was the automobile industry, with an estimated $77 million of ad spend and a commercial time of 7:30 mm:ss, according to the same report.
  • 78% of the people who watch the game see Super Bowl ads only as entertainment, according to Marketing Charts.

Top Brands and Advertisements on Super Bowl

American football balloon.
Thanks to its huge audience, all the big brands fight to get seconds of advertising during the Super Bowl.

There’s no doubt about the fact that companies spend enormous portions of their marketing budget on the Super Bowl, but how the numbers look online?

  • Amazon’s “#BeforeAlexa,” was the most-viewed ad online in 2020, with more than 97.4 million views across the biggest online websites and video platforms, according to AcuityAds.
  • Google’s “Loretta” was the most effective ad in 2020, enticing the most intense emotional response from the viewers, according to Unruly.
  • Olay has been the most mentioned brand online during the 2020 Super Bowl, with 87.9k social mentions, according to Talkwalker.
  • Pepsi drove the largest engagement on Twitter the season 2020, according to Twitter’s report.

What Are Buyers Purchasing for Super Bowl?

Beer with friends.
Beer is one of the most popular drinks when it comes to Super Bowl parties.

Now that you know how much companies are spending to offer you their products during the broadcast, let’s see some other numbers. You probably hosted at least one Super Bowl party at home. What did you serve to your guests, and how did you decorate the living room for the event? Here are some stats about the buyers’ super bowl spending.

  • People expect to spend $88.65 on average for the event, totaling $17.2 billion, according to the NRF’s report.
  • 27% of those watching plan to attend someone’s party, while 19% plan to throw a party, according to the same source.
  • Shoppers that prepare for the game, usually buy food (80%), accessories and team apparel (11%), TVs (9%), decorations (8%), and furniture (6%), according to the same source.

Super Bowl Party Planning

Super Bowl party and snacks.
You can always find a lot of snacks during Super Bowl parties.

Those who like to go to a Super Bowl party have a lot to do before the big day. But first, they have to decide how they will spend this day. Here are the numbers we found for Super Bowl Party Planning.

  • 60.9 million people watching the game will probably attend a party, according to the NRF’s report.
  • 44 million people watching the game will host a party, according to the same report.
  • 13 million will leave everything to chance and instead spend their Super Bowl evening at a bar, according to the same source.
  • People consume 8 million pounds of guacamole on Super Bowl Sunday, according to Kidzworld’s article.

Super Bowl Costs

As with every other famous event, this one started as a smaller-scale event, and later it grew to a nationwide-spectacle. Here are the ticket costs and salaries for the Super Bowl.

  • The most mentioned person during the game in 2020 was Donald Trump, with 171,849 mentions, according to Salesforce.
  • We measure each Super Bowl with Roman numerals because a football season lasts through two calendar years, according to Kidzworld’s article.
  • 10 of the 11 American TV shows in history that averaged more than 100 viewers have been Super Bowls, according to CBS Sports’ article.
  • The NFL awards players of the winning team with up to 150 rings, with each costing $5,000 “(plus adjustments for increases in gold and diamonds).”, according to CNN.
  • Super Bowl XLIX (49) had an average viewership of 114.4 million, making it the most-watched broadcast in U.S. TV history, according to CNN.

Conclusion

The Super Bowl is definitely one of the most famous events in American sports history. With a massive audience following it religiously every season, it has become the biggest event in American TV history, as well.

Since companies are allocating enormous budgets to be advertised during this spectacle, and people are spending money to host their Super Bowl parties, dollars just keep circulating. Are you one of the avid Super Bowl viewers?

If so, we want you to enjoy the next Super Bowl season.

Lea Kuscer Avatar
Written by
Lea Kuscer
Lea Kuscer is a marketing maniac enthusiastic about testing new products and gadgets. Her new mission is to share her passion with those who want to know which product is the best on the market.
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