Some people look at the Super Bowl as the greatest sporting competition each year. Others think of it as the greatest party and food gathering each year. We tend to look at it differently – as the ultimate marketing opportunity. Although it is out of reach for most companies due to the prohibitive rates, it is a time when there is a captive audience for your products and an excited anticipation for the most creative offerings. Plus there is a certain prestige to it all.
For businesses priced out of the big game, where were you in 1967? The very first Super Bowl was played that year and the cost for a 30 second commercial spot was $42,000! Here are some other fun facts about Super Bowl I:
- It was the only Super Bowl to be simulcast by two networks – NBC and CBS – and both broadcasters destroyed their copies of the game to save money.
- The halftime entertainment was college matching bands.
- Tickets were $12 and there were 33,000 unsold tickets.
- Vince Lombardi’s Green Bay Packers beat the Kansas City Chiefs 35-10.
Ah those were the good ole days. A lot has changed for companies who want to reach a broad audience via a commercial message. Have a look at some of these commercials. Some of them spurned expressions that became a part of our language, such as Where’s the Beef. Some of them are humorous, some sentimental but all of them were groundbreaking for their time. Here is a sample of our favorites.
The 60’s
$42,000 – $55,000, price range for 30-second commercial
Sample:
1969 – Plymouth Roadrunner
The 70’s
$78,000 – $185,000, price range for 30-second commercial
Sample:
1973 – Noxzema with Joe Namath and Farrah Fawcett
1975 – McDonald’s Big Mac
The 80’s
$220,000 – $675,000, price range for 30-second commercial
1984 – Apple Macintosh
1984 – Wendy’s “Where’s the Beef”
The 90’s
$700,000-$1.6m, price range for 30-second commercial
1993 – McDonald’s Bird vs. Jordan Showdown
1999 – Budweiser “Lobster”
2000 – 2009
$1.9m – $2.7m, price range for 30-second commercial
2002 – Bud Light with Cedric the Entertainer
2009 – E-Trade Babies “Outakes”
2010 – 2017
$2.5m – $5.5, price range for 30-second commercial
2010 – Old Spice “The Man”
2010 – Snickers with Betty White
Best of all Time
1979 – Coke with Mean Joe Green
2011 – Clydesdales 9/11 Tribute
Did we get your favorite? Please share. And if you want more, here’s a great place to check out.
For daily marketing communications news, subscribe to LGK’s free, online, MarCom Digest.