The Ninth Life Of The 30-Second Spot?

It ain’t over till it’s over. reports that ABC is selling 30-second spots for as much as $2.6 million, a new record.

Advertisers still appear to be willing to pay top dollar during the Super Bowl since a gigantic audience is virtually guaranteed, regardless of which teams are playing. More than 86 million people watched the Super Bowl last year in the U.S., according to Nielsen Media Research.
“In this world of media fractionalization, this is one of the last times you can count on getting about 90 million viewers at the drop of the hat,” said Brad Adgate, senior vice president of corporate research for Horizon Media, a marketing firm. “Advertisers realize this is the one event where people will actually watch your commercials.”

Hype and record-setting numbers aside, Jaffe remains unconvinced.



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