Tracking every ad buy for Super Bowl LV
It's already been an unusual football season, with the NFL postponing some games and taking its Pro Bowl virtual on video game Madden. This uncertainty has extended to the timing and format of Super Bowl LV, confusing marketers across categories.
Players, fans and advertisers alike face a tricky playing field and, in the weeks ahead, will have to navigate the ongoing challenges spurred by COVID-19. Despite that, brands have begun to confirm their ad buys or announce switch-ups for the championship match in February.
Historically, the big game is an ad revenue juggernaut, raking in $435 million in more than 51 minutes from ads in 2020's game. This year's host network CBS sold about 80% of its inventory as of early December, charging around $5.5 million for 30 seconds of airtime. Still, it remains to be seen how the differing sectors will face off, with movie studios suffering this year and the snack category seeing a windfall in recent quarters from folks spending more time at home.