Is Super Bowl facing competition from streaming video companies?

For decades, the Super Bowl has been a reliable moment for advertisers. In a media landscape dominated by Netflix and YouTube, the biggest brands still count on 30 seconds of national attention on the first Sunday in February. This year has been no different. Last month executives from CBS, which is airing the event, touted the enduring strength of the Super Bowl in a lavish press conference… Prices of Super Bowl advertising have soared, from $2.7 million for a 30-second spot in 2008 to $5.24 million in 2018. But brands have had little choice but to play along and embrace a live event that draws 100 million viewers. However, there are signals their willingness is approaching a top. Reports suggest that 30-second commercials have been selling for about $5.2 million, which would be unchanged from last year, after prices have risen for eight consecutive years… The Super Bowl remains the most expensive time on television by a wide margin. The second priciest segment last year was American football’s NFC Championship, at $3.15 million… The face of advertisers is also changing. Cars and beer, the stalwarts of Super Bowl adverts, have been taking up a smaller slice of total sales in recent years. Meanwhile, spending from “media and entertainment” has been rising as streaming video companies have entered the fray.
Anna Nicolaou