Betting on the Big Game: At $3M a pop, execs weigh in on Super Bowl ads
By Sam Boykin CHARLOTTE — Pursued by armed guards, a buff, blond beauty in snug red shorts runs through a tunnel carrying a big sledgehammer. She bursts into a room where row after row of slack-jawed minions stare at a giant video screen where a Big Brother-like figure barks orders. She hurls the sledgehammer at the screen, which explodes in light and smoke. Apple’s famous TV ad introducing its new Macintosh computer ran for the first time on Jan. 22, 1984. More importantly, the 60-second spot was broadcast during the Super Bowl, forever cementing the annual sporting event as the granddaddy of all advertising opportunities. If that same commercial were to run during this Sunday’s showdown between the Indianapolis Colts and New Orleans Saints, it would cost Apple about $6 million. CBS is charging, on average, $3 million for every 30-second ad during Super Bowl XLIV.