Feb. 04 - Advertisers on average paid $133,000 per second during the Super Bowl to reach an audience that slipped to 108 million viewers in 2013, a cost of 37 cents per viewer. Conway G. Gittens reports.
The daily digit is 133,000 as in $133,000 per second on average for a 30-second commercial during the Super Bowl. That's more than four times the price of the soon to debut Mercedes-Benz CLA model pitched in this ad, which is considered one of the fan favorites shown during the football championship game. Chrysler scored with viewers again- this ad promoting the Chrysler Jeep - was a critics' top pick for not focusing on the Jeep, but on the troops returning home. And another commercial tugging at the heart strings - a Budweiser ad - in which a Clydesdale is reunited with the owner of its youth, scored high with fans. But advertisers plunking down an average $4 million for a 30-second spot also went for the funny bone. This one for Taco Bell featuring geriatric rabble rousers created a lot of buzz among critics and fans. And some could say that's a bargain- with viewership down slightly to 108 million viewers this year - that works out to a cost of just 37 cents per set of eyeballs. An investment that many advertisers consider worth every penny.