Super Bowl ads cost $5M, demand strong despite NFL ratings drop: Report

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Advertisers are still paying top dollar for Super Bowl advertisements despite two straight seasons of NFL viewership declines, according to a high-level executive at the host network for this year’s championship game.

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A 30-second ad during NBC’s Super Bowl telecast on Feb. 4 is selling for “north of $5 million,” NBC Sports advertising sales chief Dan Lovinger said during a conference call on Thursday, according to the Los Angeles Times. Lovinger added that there are less than 10 ad spots still available for purchase, about one month from kickoff.

The $5 million price tag is roughly in line with Fox’s haul per advertisement during last year’s championship game, and significantly higher than the $4.5 million per 30-second spot that advertisers paid when NBC last aired the Super Bowl in 2015. The cost of Super Bowl advertisements has more than doubled since 2007.

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Advertiser demand for this year’s game appears strong even as the NFL contends with an unprecedented television audience drain. NFL ratings dropped 9.7% to roughly 14.9 million viewers per contest during the 2017 season – an even steeper decline than the year before, when ratings fell 8%, according to Nielsen.

Still, the Super Bowl commands an unmatched audience each year and remains the most-watched broadcast annually. Every game since 2010 has drawn at least 106 million viewers.

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