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Brands Still Spending Big on Super Bowl Ads

An image of the 2022 Super Bowl stadium


The 2022 Super Bowl was packed with a TV commercial lineup that shows brands and advertisers looking to capitalize on record consumer spending.  Those brands look at the event as a unique opportunity to reach audiences nearing hundreds of millions. Several longtime advertisers are returning to the game, while new players like metaverse businesses, online gambling and cryptocurrency exchanges look to make the jump to the Super Bowl mainstream.

The NBC Network has had two rocky ‘sports broadcasting events’ in less than a year with the delayed 2020 Summer Olympics and 2022 Winter Games. But the prevailing cultural relevance of the Super Bowl, as well as changes in ad placement and consumer spending, had brands jumping on board regardless.

  • Super Bowl ad spots were highly coveted this year—and expensive. The average cost of a 30-second spot at last year’s Super Bowl was about $5.5 million. This year, the cost reportedly jumped to $7 million, per Deadline.
  • Why the significant jump in price? The NFL’s regular season ratings reached a record high in 2021, jumping 10% compared with 2020, per CNN. For the first time ever, Super Bowl ad spots will be run across cable, streaming service Peacock, and Telemundo’s inaugural Spanish-language broadcast (in previous years, ads across platforms were sold separately).


“Fortunately, Super Bowl ad spots in local markets have essentially stayed flat to negative due to advertiser softness and the 2022 Winter Olympics. Having both the Super Bowl and the Winter Olympics on the same network, and in the same broadcast month, created enormous amounts of inventory for local NBC affiliates,” stated The PM Group’s CEO and Media Director Bob Wills.



About The PM Group: The PM Group was founded in 1988. For over 33 years, the agency has continued to grow and is San Antonio’s largest advertising agency. The PM Group’s client roster spans numerous industries including home services, automotive, CPG, entertainment and sports marketing, legal, business services, non-profits, real estate and fitness. For two consecutive years now, the Agency has set annual revenue records with the addition of six new clients and through the continued success of our existing clients. Additionally, the agency hosts their annual Charity Gala that to date has raised millions of dollars for local San Antonio area non-profit organizations in the last 15 years! In 2020 alone, the Agency donated over $1,050,000 to local non-profits. It is our way of giving back to the community that we so humbly serve.

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