© 2024 Connecticut Public

FCC Public Inspection Files:
WEDH · WEDN · WEDW · WEDY
WECS · WEDW-FM · WNPR · WPKT · WRLI-FM · WVOF
Public Files Contact · ATSC 3.0 FAQ
Play Live Radio
Next Up:
0:00
0:00
0:00 0:00
Available On Air Stations

A 30-second spot to air during the 2024 Super Bowl costs $7 million

LEILA FADEL, HOST:

The Super Bowl this weekend is the biggest day of the year for advertisers.

(SOUNDBITE OF MONTAGE)

TOM WOODARD: (As Frog #1) Bud.

RONNIE BROOKS: (As Frog #2) Weis.

BRIAN STECKLER: (As Frog #3) Er.

BERT BELASCO: (As character) You're playing like Betty White out there.

BETTY WHITE: (As Mike) That's not what your girlfriend said.

BRYAN CRANSTON: (As Walter) No, we don't eat our own supply.

AARON PAUL: (As Jesse) Mr. White.

CRANSTON: (As Walter) Jesse?

PAUL: (As Jesse) Everyone's gonna want a taste.

STEVE INSKEEP, HOST:

Samples of previous years' Super Bowl ads. And, of course, we'll find out the new ones this Sunday. According to Paramount, which holds the rights to the game, a single 30-second commercial can cost the advertiser up to $7 million this year.

FADEL: Maria Rodas is a marketing professor at the University of Illinois Urbana-Champaign. She's a big fan of Super Bowl ads.

MARIA RODAS: We talk during the game and absolutely not during the commercials because that's what I want to see. This is, for me, what the event is all about.

INSKEEP: Rodas says advertisers are hoping to create a moment that gets people talking.

RODAS: They're like mini-movies. They hire these big celebrities. The production value is insane. And so all of a sudden, 7 million is probably, like, the smallest of what they spend compared to the rest that they put into creating these.

INSKEEP: All in trying to link their products to a feeling, an emotion, a story.

RODAS: To have this almost undivided attention provides an amazing opportunity for marketers to create a narrative, to really be able to connect at a much deeper level with consumers.

FADEL: A deeper level with consumers and a deeper level with their pockets. Transcript provided by NPR, Copyright NPR.

NPR transcripts are created on a rush deadline by an NPR contractor. This text may not be in its final form and may be updated or revised in the future. Accuracy and availability may vary. The authoritative record of NPR’s programming is the audio record.

Stand up for civility

This news story is funded in large part by Connecticut Public’s Members — listeners, viewers, and readers like you who value fact-based journalism and trustworthy information.

We hope their support inspires you to donate so that we can continue telling stories that inform, educate, and inspire you and your neighbors. As a community-supported public media service, Connecticut Public has relied on donor support for more than 50 years.

Your donation today will allow us to continue this work on your behalf. Give today at any amount and join the 50,000 members who are building a better—and more civil—Connecticut to live, work, and play.