Celebrity Commercial Cost Analysis

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Celebrity Commercial Cost Analysis

Key Takeaways

  • The average price to air a 30-second commercial during the 2020 and 2021 Super Bowls was $5.6 million, up from $5.3 million in 2019, according to Statista.
  • In contrast, the average price to air a 30-second commercial during the 2021 Tokyo Summer Olympics was $1.2 million, per Bloomberg.
  • Although "NFL games accounted for 75 of the 100 most-watched broadcasts of 2021," the more recurring programming for Sunday and Thursday Night Football was priced substantially lower for a 30-second advertisement, at $811,679 and $635,439, respectively, according to Ad Age.
  • Publicly, Hulu states that advertising packages with the leading streaming service start at $500 per campaign, however a confidential survey of ad buyers conducted by Business Insider in late 2021 found that Hulu prices its advertising packages at $23 to $30 CPMs.
  • HBO Max currently has one of the most expensive pricing schemas for advertisers among the major streaming outlets, with commercial pricing at $45 to $55 CPMs, down from $60 to $70 CPMs, per Business Insider.

Introduction

The research team has provided the cost of placing a commercial on 24 top-level/mainstream media outlets/programs. Although exact figures were not always publicly available, owing to the confidential and variable nature of pricing on some platforms, every effort was made to provide precise cost information as well as more narrow pricing ranges, as possible. Additionally, information on whether cryptocurrency content/advertisements/companies have a public relationship with any of the outlets/programs was included, as readily available. The full results of this analysis have been provided below, divided between I. top-level/mainstream programs and II. top-level/mainstream media outlets for ease of comparison.

I. Top-Level/Mainstream Programs

Super Bowl

  • The Super Bowl was the "most watched US TV broadcast of 2021," and is now being referred to as the "Crypto Bowl," owing to the number of cryptocurrency companies that are advertising their products/services during the annual event.

Olympics

  • In contrast, the average price to air a 30-second commercial during the 2021 Tokyo Summer Olympics was $1.2 million, per Bloomberg.

Sunday & Thursday Night Football

  • Although "NFL games accounted for 75 of the 100 most-watched broadcasts of 2021," the more recurring programming for Sunday and Thursday Night Football was priced substantially lower for a 30-second advertisement, at $811,679 and $635,439, respectively, according to Ad Age.
  • Meanwhile, Crypto.com's commercial with Matt Damon is a recent example of a cryptocurrency brand advertising during one of these football programs.

Other Top-Level/Mainstream Programs


II. Top-Level/Mainstream Outlets

Hulu

  • Publicly, Hulu states that advertising packages with the leading streaming service start at $500 per campaign, however a confidential survey of ad buyers conducted by Business Insider in late 2021 found that Hulu prices its advertising packages at $23 to $30 CPMs.
  • This is corroborated by separate reporting from Creative Humans, which determined in mid 2020 that Hulu commercials are priced at $20 to $40 CPMs.
  • Notably, Hulu is broadly interested in engaging with the crypto space, not only through advertisers, but also as a core portion of its business.

HBO Max

  • HBO Max currently has one of the most expensive pricing schemas for advertisers among the major streaming outlets, with commercial pricing at $45 to $55 CPMs, down from $60 to $70 CPMs, per Business Insider.

Amazon

  • Amazon offers advertisers a significantly lower ad placement cost of $28 to $31 CPMs, adding that "120 million people watch its ad-supported video every month," according to Business Insider
  • In a manner similar to Hulu, Amazon is embracing cryptocurrency within its organization, including as a form of payment to marketplace owners.

Peacock


YouTube


Other Top-Level/Mainstream Outlets


Research Strategy

For this research on the cost of placing a commercial on top-level/mainstream media outlets/programs, the research team leveraged the most reputable sources available in the public domain, including Bloomberg, Fortune, Business Insider, Ad Age and Statista.

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