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Super Bowl Spending: Average Ads Cost $2.3 Million for 30 Seconds
Aired January 14, 2004 - 06:15 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL COSTELLO, CNN ANCHOR: Time now, though, for a little 'Business Buzz.' How much would you pay for commercial time during the Super Bowl? Plan on millions and millions.
Carrie Lee live at the Nasdaq market site to give us the figures.
Good morning -- Carrie.
CARRIE LEE, CNN FINANCIAL NEWS CORRESPONDENT: Good morning, Carol.
It's that time of the year again, marketers looking to capture young male viewers and some others are rushing to buy time during this year's CBS telecast of Super Bowl XXXVIII airing on February 1.
Now according to "USA Today," the average price could hit a record $2.3 million for 30 seconds of ad time and that's up 9 percent from 2003. This would generate $140 million for CBS parent Viacom. Now CBS apparently has seven or eight spots left to sell in the 62 in- game slots. They are apparently holding some of these premium spots in case some advertisers are willing to step up at the last minute and pay big bucks.
This year, expect to see ads from Cadillac, from Monster.com, as well as Dodge. Recall that Dodge cancelled plans to sponsor a pay- per-view lingerie bowl. Now they are going to have a spot in the Super Bowl in the CBS telecast and they are going to be featuring a new vehicle.
Carol, I think you have more coming up on that lingerie bowl, so we'll leave that at that.
COSTELLO: Yes, we do, Carrie.
You know I've often wondered, $2.3 million for 30 seconds of ad time, is it really that effective for companies to advertise on the Super Bowl?
LEE: You know that's the big question, because there have been polls done and people are often asked for the prior year well what do you remember from last year, who were the advertisers? And a lot of times people really can't even remember. Obviously they think it's worth it to pay the money, but who knows? That's a big question.
COSTELLO: All right, we'll get back to you in the next half hour. Carrie Lee live from New York City this morning. TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com
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Aired January 14, 2004 - 06:15 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL COSTELLO, CNN ANCHOR: Time now, though, for a little 'Business Buzz.' How much would you pay for commercial time during the Super Bowl? Plan on millions and millions.
Carrie Lee live at the Nasdaq market site to give us the figures.
Good morning -- Carrie.
CARRIE LEE, CNN FINANCIAL NEWS CORRESPONDENT: Good morning, Carol.
It's that time of the year again, marketers looking to capture young male viewers and some others are rushing to buy time during this year's CBS telecast of Super Bowl XXXVIII airing on February 1.
Now according to "USA Today," the average price could hit a record $2.3 million for 30 seconds of ad time and that's up 9 percent from 2003. This would generate $140 million for CBS parent Viacom. Now CBS apparently has seven or eight spots left to sell in the 62 in- game slots. They are apparently holding some of these premium spots in case some advertisers are willing to step up at the last minute and pay big bucks.
This year, expect to see ads from Cadillac, from Monster.com, as well as Dodge. Recall that Dodge cancelled plans to sponsor a pay- per-view lingerie bowl. Now they are going to have a spot in the Super Bowl in the CBS telecast and they are going to be featuring a new vehicle.
Carol, I think you have more coming up on that lingerie bowl, so we'll leave that at that.
COSTELLO: Yes, we do, Carrie.
You know I've often wondered, $2.3 million for 30 seconds of ad time, is it really that effective for companies to advertise on the Super Bowl?
LEE: You know that's the big question, because there have been polls done and people are often asked for the prior year well what do you remember from last year, who were the advertisers? And a lot of times people really can't even remember. Obviously they think it's worth it to pay the money, but who knows? That's a big question.
COSTELLO: All right, we'll get back to you in the next half hour. Carrie Lee live from New York City this morning. TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com
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