Super Bowl Ads Are Flashy, But Radio Offers More Bang for Your Buck

Written By

Liz Iversen

Published On

Wednesday, Feb 09
la rams and Cincinnati bengals logos behin the super bowl LVI logo.

Image Credit: kovop58 –

Marketers are reportedly paying $6.5 million for a 30-second ad airing during this year’s Super Bowl. But is it worth it? The Super Bowl has a vast reach—last year, about 96.4 million people tuned in during an average minute for the Super Bowl. But if a marketer invested just some of that $6.5 million in radio, they would get even more bang for their buck. Here’s how, according to Inside Radio:

  • For $2.5 million, a brand could buy a monthlong network radio campaign and reach 65% of the country’s 258.3 million 18+ population or 168 million adults. The advertiser would save $4 million by skipping the Super Bowl and reach 74% more people
  • For $5 million, an advertiser could buy two months of network radio, save $1.5 million, and reach twice as many people as would see the Super Bowl ad, according to Westwood One Chief Insights Officer Pierre Bouvard. 

According to Christine Travaglini, President of rep firm Katz Radio Group. “This budget would fund a multi-week, multi-market national spot campaign that could be geo-targeted, demo-targeted and utilize the original social influencers – local DJs that have tremendous on-air and social followings.”

Are you ready to advertise on audio? To find out more and get your message on radio and podcasts, contact SMI today.

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