On Sunday, huge brands like Budweiser and Pepsi will once again spend millions of dollars from their advertising budgets in the hopes of catching your attention during what should be the year’s most-watched television event: Super Bowl LIII.
This year’s host network, CBS, is charging a record $5.25 million for just a 30-second spot during the championship match-up between the Los Angeles Rams and New England Patriots. That’s roughly $175,000 per second.
The price is up slightly from last year’s $5.2 million, and $1 million more than the cost to air a commercial during the 2014 Super Bowl. In just over a decade, the price of the average Super Bowl ad has nearly doubled, as the average 30-second ad cost $2.69 million in 2008, according to Nielsen Media Research.
If you go all the way back to the first-ever Super Bowl, in 1967, ads cost anywhere from $37,500 to $42,500, based on Nielsen’s numbers, while 1995 marked the first year that the average cost crept into the millions, when 30-second ads sold for $1.15 million (up from $900,000 the previous year).
According to Ad Age, the biggest increase in recent years came in 2000, when the cost jumped by 31%, thanks to big spending from rising internet startups like Pets.com in the midst of the dot-com bubble.
Budweiser parent company Anheuser-Busch, the NFL’s official beer sponsors and a regular presence in Super Bowl ads each year, is buying a record six-and-a-half minutes of advertising time during Sunday’s game – a purchase that could cost nearly $34 million in total.