With the Super Bowl coming up this weekend, there is a lot of talk about the commercials that will be featured this year. OAAA did an analysis on how much exposure could be obtained through an OOH campaign, given the average $6.5 million price tag per commercial for Super Bowl LVI. These were their findings:
Assuming a 4-week traditional OOH campaign based on Geopath OOH ratings data, using both printed and digital formats, $6.5 million in OOH means:
- An advertiser could buy 50 of the top markets in the US
- Earn over one billion impressions
- Achieve an average reach of 84% frequency of 7.2 in the 50 markets
- Pay a CPM of about $5.40, compared to a CPM of $58 that brands are paying for one Super Bowl ad.
Many OOH clients will not be purchasing Super Bowl ads in 2022, but OAAA’s research puts in to perspective how effective and powerful these media campaigns are.