Le coût d’une publicité au SuperBowl 2013

En année impaire, sans Coupe du Monde, Euro ou Jeux Olympiques, le SuperBowl devient de facto l’un des grands événements sportifs de l’année.

Après une grande édition 2012 avec son lot de show (Madonna à la mi-temps), de belles histoires publicitaires (les ours polaires de Coca-Cola, la star Adriana Lima) ou d’innovations (plus d’1/3 des publicités étaient « shazamables »), l’édition 2013 s’annonce une fois de plus comme celle qui restera dans les annales à cause de son élément central : la publicité.

En effet, à date, tous les écrans publicitaires ne sont pas encore vendus mais fin octobre, les chaines annonçaient avoir déjà vendues 95% de l’inventaire. Mais à quel prix ? En 2008, le coût d’un spot publicitaire au SuperBowl s’évaluait à 2.8 millions de dollars (sur l’achat d’espace uniquement). En 2012, nous étions montés à 3.5 millions de dollars (2.6 millions d’euros). En 2013, on annonce un prix de vente situé aux alentours des 3.8 millions de dollars soit 2.9 millions d’euros!!!
A date, Coca-Cola, Best Buy, Anheuser-Busch, Pepsi, Frito-Lay, Audi of America, Hyundai-Kia, Cars.com et GoDaddy.com ont confirmé leurs présences dans les écrans publicitaires sans forcément trop dévoiler la partie créative. On sait à date que GoDaddy.com devrait repartir avec la pilote de Nascar, Danica Patrick et que Doritos devrait nous offrir une 7ème édition de Crash The SuperBowl !

Parmi les nouveaux venus, on annonce l’arrivée d’Oreo, le retour de Century 21 et de Mercedes qui devrait être l’un des grands gagnants de cette édition du SuperBowl puisque la marque détient le naming du stade où se jouera le match (le Mercedes-Benz SuperDrome de la Nouvelle Orléans) et devrait réaliser une publicité associant Usher et Kate Upton, de quoi ravir la gente masculine et féminine !

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3 Rétroliens / Pings

  1. Le coût d'une publicité au SuperBowl 2013 | Sport and Marketing | Scoop.it
  2. Retour en chiffres sur le SuperBowl et la publicité | Sportsmarketing.fr - Le Blog du Marketing Sportif
  3. Le Super Bowl : une formidable machine de guerre marketing!! « lagouttiere

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