Often the game is interrupted by advertising. Or, more exactly, between the advertisements, there is a bit of sport… So we could sum up, with a layman’s eye, the Super Bowl, the final of the American football championship organized by the National Football League (NFL), orgy of advertising expenditure, the sum of which should reach one billion dollars this year (930 million euros). From 0:30 a.m. (French time) on the night of Sunday February 12 to Monday February 13, the Kansas City Chiefs will face the Philadelphia Eagles, in Glendale, near Phoenix (Arizona).
The price of the thirty-second spot broadcast on Fox reaches a trifle of 7 million dollars
The match takes place in four fifteen-minute quarters; but the evening will drag on for more than three fifteen. The ball will only be in motion for about twenty minutes. But the 100 million expected American viewers will be entitled to the national anthem, a thirty-minute show break, with singer Rihanna as a star artist and, therefore, some fifty minutes of advertising.
The price of the thirty-second spot broadcast on Fox, Rupert Murdoch’s channel, reaches the trifle of 7 million dollars (6.50 million euros) and, each year, the variety of advertisers is somewhat revealing of the atmosphere in the country. Lots of beer and snacks are expected for the 2023 edition, at a time when the country is peaceful. But the Super Bowl is a bit like a circus game, for athletes as well as for advertisers, who find there the opportunity to show their power, by recruiting stars who further increase the bill.
A sport calibrated for television
In 1984, a young company named Apple made its debut there. More recently, in 2020, politics have entered it: Donald Trump, then President of the United States candidate for his re-election, and the former mayor of New York Michael Bloomberg, candidate for the Democratic nomination, who thought a little quickly that a campaign passed above all by the greenbacks swallowed up in advertising, had both bought spots for 10 million dollars (9.30 million euros) each. A contest of expenses which did not prevent them from losing the election.
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