Super Bowl Commercial Prices Increase 5%, SMI Reports

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Average spot costs $4.8 million, with some sponsors paying more than $6 million

Super Bowl LVI sign outside SoFi Stadium in Los Angeles
The exterior of SoFi Stadium in Los Angeles on Super Bowl LVI media day. (Image credit: Icon Sportswire)

Commercials in Super Bowl LVI on NBC cost an average of $4.8 million, up 5% from last year’s game on CBS, according to preliminary data from Standard Media Index.

Last week, NBC said that it had sold out of its Super Bowl commercial inventory, and said it had gotten prices as high as $7 million.

SMI gets its data from the invoices in the computer systems in the major media buying agencies. But some of the highest prices are being paid by new advertisers, including direct-to-consumer marketers who don’t work with the big agencies.

Also: Amazon Buys Super Bowl Spot To Promote ‘Thursday Night Football’

NBC said there were more than 30 advertisers in this year’s game who weren’t in last year’s Super Bowl. Also a handful of spots were sold at the last minute–after the Los Angeles Rams and Cincinnati Bengals won their championship games.

Every year, the Super Bowl is the most-watched program on television and the commercials are widely discussed in living rooms and online before and after the game. ■

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.