At the Super Bowl trophy presentation, in Tampa Bay on February 7, 2021. -
James Lang-USA TODAY Sports / Sipa
The absence of several major brands accustomed to the Super Bowl, such as Budweiser or Coca-Cola, withdrawn due to the pandemic, will not have had an impact.
The event, broadcast on Sunday on CBS, generated some $ 545 million in advertising revenue during the game.
This estimate, communicated on Wednesday by the Kantar cabinet, is by far the record in this area.
Total advertising revenue is 22% higher than in 2020, which was already a record.
The cathodic high mass will therefore have been full with advertisers, with 96 spots during the almost 4:30 hours that the broadcast lasted.
At $ 5.6 million per 30 seconds on the air, the rate paid by advertisers far exceeded last year's rate of $ 5.2 million, which was the highest ever Super Bowl average.
ViacomCBS pays $ 33 million
Among advertisers, the ViacomCBS group spent $ 33 million on advertising space, during the broadcast, for its new video-on-demand service Paramount +, which is due to launch on March 4.
It was the brand that spent the most money on advertising during the Super Bowl, according to Kantar.
In addition, this NFL football league final, which saw the Tampa Bay Buccaneers clear victory over the Kansas City Chiefs (31-9), drew 96.4 million viewers.
Even if this audience is the smallest for 14 years, it should nonetheless set the record this year, and by far, all programs combined.
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