Super Bowl's economic impact exceeds US$ 600 million. An analysis far beyond the most expensive 30 seconds on TV
This Sunday we'll have the NFL Final. The U.S. professional football league, created??the epic final, the Super Bowl. Considered the largest single event on the planet.
An overview
The economic impact of the event is huge, with figures that can exceed US$ 600 million between direct and indirect revenues, depending on the size of the economy of the city that receives it.
There are almost 6,000 media professionals accredited. In last year's edition won by the Los Angeles Rams.
Sponsoring brands had US$ 170 million in brand exposure value according to company Hive. ?
Brands have gained 75 minutes of exposure in the broadcast that has reached more than 100 million Americans and 1 billion people worldwide.
The average spectator spend inside the arena is an impressive US$ 167 per fan. Matchday revenues (tickets, hospitality, VIP areas) reached US$ 60 million to a single game!
This year will be held in Phoenix, Arizona at State Farm Stadium and will have the game between the Philadelphia Eagles Vs. Kansas City Chiefs.
But why is the Superbowl so gigantic?
Economic impact
In 2008, the Super Bowl also took place in Arizona when it generated US$ 501 million between direct and indirect impacts on the economy.
In 2015, it was held again in Phoenix and the total economic impact was US$ 720 million, with 177,000 people going to the event, 70 mil inside the arena.
Only in local and federal taxes the event can exceed US$ 80 million.
In the week of the event, in addition to the local impact of the arena, more than 1 million people went to Super Bowl Central in the downtown.
The total economic impact of the 2023 event is expected to reach US$ 600 million, with about 68,000 people in the arena and 150,000 passing the NFL fan experience.
That means more people move through the Super Bowl city than they go to the game and rather have fun and consume the entire structure created by the NFL, to entertain all these visitors.
Spending on the NFL Experience alone is more than US$10 million.
More expensive 30 seconds TV AD
The whole world knows the Super Bowl as the most valuable content on TV. The event presents the most expensive 30 seconds on the planet.
For this edition every 30 seconds will cost US$ 7 million. It was US$ 5 million in 2018, US$ 3.1 million in 2010 and US$ 2.2 million in 2002.
In US$ million
The volume moved by TV commercials reached an impressive US$ 578 million in 2022.
Amazon, US$ 32 million is the biggest investor, followed by Toyota and Budweiser with US$ 25.6 million, each brand.
Advertising during the Super Bowl is an integral part of the show, a tradition.
Many people are more interested in getting to know and have fun with the advertisements, than the event itself.
According to a survey by Morning Consult, TV commercials are important motivators for the match audience. Something thoughtless for other leagues and competitions.
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The halftime show has enormous impact
One of most impressive Super Bowl moments is the halftime show. Many people even prefer to watch the show then the match, always with big names from the showbiz.
This year the sponsorship of the halftime show was replaced from the traditional Pepsi for Apple Music.
The half time show makes around US$ 13 million and is the Super Bowl′s great moment. The show has the higher TV rating, according to Nielsen data.
For the artists the exhibition at the show represents a huge increase in impact on the digital platforms thanks to the event and significant increase in interactions on social networks.
In 2020, Jennifer Lopez and Shakira, according to Billboard sold 21 K songs in download format, 893% growth thanks to the event.
According to Spotify Jennifer Lopez saw the number of streaming of their songs grow by 335% and Shakira 230%, caused by Super Bowl.
In last year's edition Pepsi used a lot of technology creating an immersive environment for the user, through an APP, enhanced the concept of second screen.
Starring Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem and Kendrick Lamar. The company brought together the American hip hop legends for the first time.
Technological innovations
Super Bowl always brings sports marketing and technological innovations.
From 5G applies to tickets in NFT format, broadcast via Augmented Reality (AR), Virtual Reality (VR) and content in the Metaverse.
The 2022 edition, Verizon allowed the 5G fan experience to gain new dimension. 5G gives the fans the decision of what they will see, how will see and what will read in terms of stats.
Total revolutionary in sports consumption nowadays.
Verizon has invested a lot of money in communication as an NFL sponsor, giving experience to fans. An incredible benchmark to other brands.
This last edition reached a Wi-Fi usage records with a 31.2 terabytes of Internet usages at SoFi Stadium, 100% connected venue, during Super Bowl LVI.
At the event 57,618 devices connected, 82% of the attendance. Super Bowl presented 541 megabytes for each device connected, according to Extreme Networks.
Consume impacts on Americans' homes
The highest impact of the event occurs in people's homes.
The average consumption of food, beverage and houses ornaments is very high, as published by Statista will reach US$ 85.36 per home.
Super Bowl: Americans average spend to watch the event on TV
The consumption impacts the economy. The purchase of food such as pizza, chicken wings, beer and soft drinks is directly impacted by the game.?That means a volume of US$ 14 billion in consumption to watch it.
This year, by the high inflation the estimated sales will reach US$ 16.9 billion.
Looking for my next great opportunity... :-)
1 年Thanks for sharing - that was a really cool article! :-)