Advance Auto’s Superbowl Ad – how much per drunk household?
February 2, 2008
Typically, the charge for 30 seconds of Super Bowl advertising time is $24 to $32 per 1,000 households, said Ray Sullivan, general sales manager for WDBJ-7. For example, it would cost $240 to $320 for a 30-second commercial spot reaching 10,000 households, he said.
That’s significantly higher than the cost of a typical prime time slot locally, he said. Those spots are $18 to $24 per 1,000 households, Sullivan said.
Advance Auto’s is a limited market release.
Last year 246,000 households throughout the Roanoke Valley and Lynchburg markets watched the Super Bowl, Sullivan said, quoting figures from Nielsen Media Research, a market research company. That puts the price of a 30-second spot at $5,904 to $7,872 in 2007.
For a quality ad in some instances, the cost to create could roughly be double if not triple the cost of the media purchase, when the cost of the creative, billable hours, and all the other expenses are factored in for the Advertising Agency cost… especially for a smaller release like this.. so let’s say it’s roughly $20,000-$30,000… how much is that per drunk household?
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