Super Bowl Ad Costs Race Past Inflation: $7M Commercial Is Equivalent To $61 Gas, $340 6-Pack
Portfolio Pulse from Chris Katje
Super Bowl LVIII's 30-second TV commercial costs have soared to $7 million, a 185x increase since the first Super Bowl in 1967. This reflects the high value companies place on the event's massive viewership, which continues to dominate ratings. The 2023 Super Bowl attracted 113 million viewers, a six-year high. The upcoming game, with potential record-breaking viewership due to Taylor Swift's involvement, is expected to see $1.5 billion in wagers, 35% higher than last year. Companies like MGM Resorts International, Caesars Entertainment, PENN Entertainment, DraftKings, Flutter Entertainment's FanDuel, and Wynn Resorts are highlighted as potential beneficiaries of the increased attention and betting activity.
February 09, 2024 | 9:54 pm
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POSITIVE IMPACT
Caesars Entertainment's strong online sports betting market share in Nevada and its Caesars Sportsbook could benefit significantly from the Super Bowl being in Las Vegas.
Given the Las Vegas location of Super Bowl LVIII and Caesars Entertainment's strong online sports betting presence in Nevada, CZR is well-positioned to benefit from the event.
CONFIDENCE 80
IMPORTANCE 80
RELEVANCE 85
POSITIVE IMPACT
DraftKings Inc is expected to be a major beneficiary of the increased wagering on Super Bowl LVIII, with $1.5 billion in bets anticipated.
As one of the online sports betting market share leaders, DraftKings Inc is likely to see significant benefits from the increased betting activity expected for Super Bowl LVIII.
CONFIDENCE 80
IMPORTANCE 85
RELEVANCE 85
POSITIVE IMPACT
Flutter Entertainment's subsidiary FanDuel is poised to gain from the increased Super Bowl LVIII betting, with a 35% increase in wagers expected.
Given the anticipated 35% increase in betting activity for Super Bowl LVIII, Flutter Entertainment's FanDuel is expected to be a major beneficiary, leveraging its market leadership.
CONFIDENCE 80
IMPORTANCE 85
RELEVANCE 85
POSITIVE IMPACT
MGM Resorts International, through its BetMGM venture, is launching new ads and a new app, potentially boosting its brand and attracting more bettors for Super Bowl LVIII.
The launch of new advertisements and a new app, coupled with MGM's physical presence in Las Vegas, positions MGM to capitalize on the increased betting activity expected for Super Bowl LVIII.
CONFIDENCE 80
IMPORTANCE 85
RELEVANCE 90
POSITIVE IMPACT
PENN Entertainment's ESPN Bet could see a higher proportion of female bettors due to increased prop bets around Taylor Swift, potentially boosting its market share.
The increased prop bets around Taylor Swift and Travis Kelce could attract a higher proportion of female bettors to PENN Entertainment's ESPN Bet, potentially increasing its user base and market share.
CONFIDENCE 75
IMPORTANCE 75
RELEVANCE 80
POSITIVE IMPACT
Wynn Resorts is expected to benefit from the Super Bowl being played in Las Vegas, attracting high-end clientele and outperforming other Strip properties.
With the Super Bowl LVIII being held in Las Vegas, Wynn Resorts is well-positioned to attract high-end clientele and potentially outperform other properties on the Strip.
CONFIDENCE 75
IMPORTANCE 80
RELEVANCE 80