Two days from now in an example of profligate marketing, Audi, Chevrolet, Ford, Hyundai, Jaguar, Kia, Toyota, Volkswagen and others will expend an estimated $72,000,000 – yes, that’s seventy-two millions of dollars – to run their latest 30-second commercials on the Fox broadcast of the 48th Super Bowl. Which means the time is costing $130,000 per second.
Oh, and did we mention what Chrysler is likely to be investing if, as TheDetroitBureau.com has reported, they go ahead with another two-minute spot featuring the legendary Bob Dylan?
Add to this bare bones (ha!) media buy the cost of creating and producing these mini-movies. We’re talking sets, crew costs above the line and below the line, talent fees, editing, post production, travel, craft services, drivers, misc. incidentals, guaranteed residuals, special music and computer generated graphics. Add that in and you’re talking chump change in the neighborhood of $750 thousand to $1 million for each commercial, or anywhere from $18 to $25 million overall. (more…)