With the Eagles scoring their first ever Super Bowl win and Tom Brady denied a record breaking sixth Super Bowl, Kantar Media takes a look at this year’s social Super Bowl.
While the 2017-2018 season may have been a rocky one for the NFL, the league’s signature event still continues to shine: The average cost of a 30-second ad in Super Bowl LII climbed to a record $5.235 million, with overall spend totalling $482 million, second only to the previous year’s game which went into overtime. Kantar's analysis of its exclusive data shows that the Super Bowl remains the preeminent live television event. However, there have been some changes in advertiser strategies, including experimenting with shorter ad lengths and leveraging social media to get the most from their campaigns.
You can download the infographic here.