Super Bowl Ad Dollars Reaching New Heights in 2016

This year, Super Bowl fans across the country witnessed an exciting football game with a series of back-and-forth lead changes and interceptions in the final seconds. However, many observers were not tuned into the big game that evening for the scoreboard. A large of amount of viewers watches for the commercials, and nothing but the commercials.

The commercials continued with the usual entertainment from the years past. Some of the favorites this year included, Budweiser’s “Lost Dog,” #RealStrength by Dove Men, Doritos “Middle Seat” and many more. While fans at home enjoy the quick 30 seconds of entertainment, what does it take for advertisers to get this message in front of their consumer? And what does the future look like for next year?

NBC charged $4.5 million for a 30-second spot for this year’s Super Bowl, a million dollar increase from two years prior. Next year’s projections are looking no different. In 2016, CBS will be hosting the game and is expecting prices to jump to nearly $6 million per spot. While many networks have expressed concern for the raising TV dollars resulting in a shift of brands moving to more digital platforms, CBS revealed that they are not feeling threatened by this movement.

When Business Insider asked Les Moonves, the chief executive of CBS, about his opinion on the shift to digital he confirmed, “Those dollars aren’t going to digital. They realized they want to get to 120 million people at once and that’s why broadcast will always be solid.”

So, what will TV broadcast commercials look like for Super Bowl 50? While some broadcasters are concerned about digital encroaching on their media income, Les Moonves isn’t worried. CBS would encourage advertisers to be sure to continue investing in TV. We will just have to wait until next year to find out how higher prices affect the world of TV advertising.

With contributions by Megan Monsees.


Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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