"Ad prices continue to climb, with brands like Instacart, Kellogg's Raisin Bran and Hellmann's expected to broadcast spots in the Big Game. For others, like HexClad and Avocados From Mexico, those Super Bowl-related dollars are being spent off the broadcast. With the broadcast appearing on NBC, Peacock, Hulu, YouTube TV, DirecTV, and NFL+, and other major cultural moments waiting in the wings, some may question whether an $8 million opportunity to get in front of 127 million viewers simultaneously is worth it."
"To not be outdone, OpenAI last month announced plans for its own ad product in ChatGPT responses with rollout plans starting this month. Early reports estimate initial ads will run for $60 for every 1,000 views an ad gets. As for Google search and AI Overviews, CPMs generally range from $15 to $30, according to a media buyer who shared ad costs anonymously."
Advertisers have paid up to $8 million for a 30-second Super Bowl spot as brands weigh coverage during the Big Game and other major events like the Winter Olympics and World Cup. Ad prices are rising, and some brands broadcast during the game while others allocate Super Bowl-level budgets to off-broadcast initiatives. The Super Bowl airings will appear across NBC, Peacock, Hulu, YouTube TV, DirecTV, and NFL+. AI-generated search products and chatbots have shifted media strategies. Google added ads to AI Overviews and AI Mode; OpenAI announced an ad product for ChatGPT. With CPMs of $15–$30 on Google, $8 million can buy roughly 267 million impressions.
Read at Digiday
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