This year’s Super Bowl posted a slight decline in TV viewership versus a year ago, with the game pulling in $414 million in advertising sales to NBC — the second-biggest take in history.
Kantar Media says its preliminary estimate of in-game ad spending for the game — in which the Philadelphia Eagles beat the New England Patriots 41-33 — is second to last year’s game, which totalled $419 million.
Total non-program time (paid advertising, NFL promos/PSAs, and NBC program promos) totalled 49 minutes/35 seconds — the third-highest on record, and down from 51:30 a year ago. This year’s non-program time accounted for 22% of total time of broadcast.
There were seven minutes/25 seconds of network TV program promos (versus 7:30 a year ago), and two minutes of NFL promos/PSAs (versus 2:20 a year ago.
Anheuser-Busch InBev and Fiat Chrysler Automotive were the top advertisers in the game, with four minutes each of advertising time. Toyota Motor was at three minutes, while Amazon was at two minutes/30 seconds.
There were a total of 62 in-game spots aired by 45 different advertisers from 37 unique parent company owners.
Preliminary ratings show NBC posted a Nielsen household 47.4 rating/70 share, down 3% from a year ago.