CBS may have broadcast the lowest-rated Super Bowl since 2007 on Sunday, but the network raised $ 545 million in advertising revenue from linear broadcast, a record for the game.
The number is an estimate by the research firm Kantar, which analyzed ads from the kickoff to the presentation of the trophy in the field, a period of about four and a half hours. The company described it as a preliminary discovery, with data still being processed.
ViacomCBS before the game indicated that the stock was virtually depleted, at a cost of about $ 5.5 million for 30 seconds, but the company did not project a final count for the day of the game. Fox, which published the previous year’s Super Bowl, said it raised $ 600 million for the entire Sunday of 2020.
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Although the linear ranking reached the 14-year low, the game was the most broadcast Super Bowl of all time. Tune in to linear transmission, which is what Kantar measured, was not helped by the one-sided nature of the game itself. The Tampa Bay Buccaneers led by Tom Brady beat defending champions Kansas City Chiefs by 31 to 9, but the dispute was quite well decided at halftime.
The coronavirus pandemic has practically eliminated a growing category of TV viewers: away from home. Nielsen has started counting views in bars, restaurants, gyms and the like and can sometimes add up to 10% to the overall number of views. During Covid-19, watching the Super Bowl was a decidedly reduced event.
Kantar counted 96 points in total during the broadcast, 30% of which was 60 seconds or more. (One of the many commercials driven by the game’s stars, Bruce Springsteen’s Jeep plug, lasted two minutes, taking an entire break from the action on the pitch.)
There were 57 minutes of commercials during the broadcast, which Kantar said was a record. Automotive was the No. 1 category, with about 14% of total spending. Streaming services came in second, accounting for 11%, or $ 57 million in spending. Paramount +, the next new brand and expansion for CBS All Access, showed a three-minute ad, valued at about $ 33 million.