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Less Super Bowl Spots This Year

Published February 3, 2010 in Movie News
By Ryan Parsons | Images property of Paramount Pictures, TrailerAddict, Variety
Shutter Island Shutter Island

Hollywood is so er, interesting. All the studios cut back on spending last year when the economy looked like it was going in the toilet, and the box office continues to show no effect and went on to break records. With the best box office we've seen to date, you'd think the studios have begun spending again. Maybe, but not on the Super Bowl. Sure, some studios are holding onto their unannounced surprises, but the marketing of major films will definitely be less than before.

Super Bowl Spots a Few


Why are studios saving on doing Super Bowl spots? Well, for one, they are not exactly a box office guarantee. Second, let's do the math. For a thirty-second spot the studio has to pay about $3 million that up to 100 million will see. Considering that beer and snacks are heavy, I'd drop that number to three-quarters, or 75 million left in front of the screen when commercial break hits. A theory, so don't hold me to that. Anyway, let's get back to the value of every thousand people who see the ad.

75M divided by 1K equals 75K. Okay - Let's figure the cost per thousand viewers. If my math is right, the studios are paying about $40 CPM for TV viewers. So, $40 per thousand viewers. How does that compare to online advertising? Well, the studios pay as low as fifty cents for remnant impressions and up to $20 CPM for special site crashes. No matter how you look at it, they are either saving a ton or at least half. Lesson completed.

I don't know what I was getting at -- except for the huge savings of advertising online -- but check out the Super Bowl spot for Shutter Island below (via TrailerAddict):




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Ryan Parsons
Sources: Images property of Paramount Pictures, TrailerAddict, Variety
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