Super Bowl 2013 Advertising Trends

Super Bowl XLVII Advertising Trends

Viewing Audience

Last year’s Super Bowl XLVI was the most watched U.S. telecast of all time with 111.3 million viewers:

  • eMarketer reports that the audience commercial tuneaway was 0.7% during the 2012 game, vs. 3% to 4% for normal TV programming, according to Kantar Media Research.
  • Nielsen reports that ads that aired during last year’s Super Bowl were also 34 percent more memorable and 42 percent better-liked than commercials that aired just a month earlier (January 2012).
  • In 2012, Women accounted for 45% of the Television Viewing Audience.
  • 26% of TV Homes that viewed the 2012 Super Bowl had an income level of $100K or more.


Cost of TV Spot

Advertisers spent an average of $3.4 million for a 30-second TV commercial to air during last year.  According to CBS, TV spots this year will be priced at an average of $3.8 million for a 30-second ad.


Advertising Categories

Auto Marketers are the top spenders in Super Bowl XLVI advertising, followed by Beer Marketers:

Cross-Media Synergy

  • Adobe’s Digital Index indicates that Super Bowl advertisers will see a 20% increase in website traffic, and that mobile viewing will double over the average sporting event.
  • Nielsen reports that today’s football fans are constantly connected, keeping up with their favorite teams online and on mobile–often while watching TV:

By Mi hui Pak, ARF Knowledge Center