Super Bowl

$100,000 a Second? See How the Super Bowl Got So Expensive

Ad Age Charts the Prices, Ratings and CPMs for Every Game

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The CPM will depend on how many people tune in to watch the Arizona Cardinals clash with the Pittsburgh Steelers.
The CPM will depend on how many people tune in to watch the Arizona Cardinals clash with the Pittsburgh Steelers. Credit: AP
LOS ANGELES (AdAge.com) -- NBC is asking a record $3 million for 30 seconds of commercial time -- $100,000 a second -- during its airing of Super Bowl XLIII on Feb. 1. That means advertisers will be paying even more than they paid in 2007, when the cost to reach 1,000 viewers on CBS was a whopping $27.90, the highest CPM ever paid for the Super Bowl. CBS was charging $2.6 million for a 30-second spot, which was seen by 93 million viewers. Last year, Fox priced its 30-second spots at $2.7 million, but more people -- 97 million -- watched the game, lowering the CPM to $27.71.

How will NBC, which hasn't aired a Super Bowl since 1998, compare? Its $3 million price tag for a 30-second spot is 11.1% more than Fox's 2008 price. The CPM will depend on how many people tune in to watch the Arizona Cardinals clash with the Pittsburgh Steelers.

See prices and ratings since the first game in January 1967.

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