NBC’s upcoming Super Bowl LX, featuring the Seattle Seahawks and New England Patriots, will be broadcast from Levi’s Stadium in Santa Clara, California, and will include a simultaneous streaming option on Peacock. The event, traditionally a significant advertising opportunity, is evolving with a growing segment of streaming-only commercial spots aimed at smaller brands. These commercials represent around 10% of the total advertising inventory and are approximately half the cost of traditional TV ads. Mark Marshall, NBC’s chairman of global advertising and partnerships, highlighted the increasing interest from advertisers due to limited streaming spots and favorable pricing.
The average cost of a 30-second ad during this year’s Super Bowl has reached $8 million, with some slots exceeding $10 million. In a notable shift, all streaming-only advertisements this year feature new advertisers, including brands like Tecovas and Life360. Executives from both companies emphasized the strategic advantage of targeting an engaged streaming audience while managing costs effectively.
Additionally, the trend toward streaming ads has been fueled by NBC’s broader digital strategy, which has reportedly increased viewership on its platform to 44 million subscribers. Doug Paladino from ad agency PMG noted that successful advertising during Sunday Night Football has encouraged brands to explore streaming options further. This approach not only aids established brands like Manscaped, looking to expand their market, but also provides smaller, emerging brands with the opportunity to participate in high-profile advertising at a manageable cost.
Why this story matters
- The Super Bowl increasingly reflects changes in media consumption, with a notable rise in streaming ads.
Key takeaway
- Streaming-only commercial spots are becoming a viable option for smaller brands during major event broadcasts.
Opposing viewpoint
- Some traditional advertisers may view the rise of streaming ads as undermining the value of established commercial slots.
