November 21, 2024

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$7M: How the Cost of a Super Bowl Ad Could Transform Lives

4 min read


We challenge all of these advertisers to skim the nonprofits below and think about
diverting even $1M of their game-time spend to instead address urgent social
issues.

Seven million dollars can do a world of good, especially when those funds
are put to work by nonprofit organizations. The same amount of money can also
put a talking cat or a low-carb beer in front of hundreds of millions of viewers
in between touchdowns — for just 30 seconds. While some of these ads will break
through and become hot topics on social media, most will ultimately be
forgotten. Imagine if those brands did something more impactful — like applying
their dollars and creativity to a social issue that’s aligned with their brand.
Or what if they developed a sustained initiative to make a transformative
difference for nonprofit organizations and their beneficiaries?

Surprisingly, inflation didn’t touch the cost of Super Bowl airtime this year. A
30-second slot will cost advertisers the same as last
year
:
$7
million, or $233,333 per
second
.
(That’s 200 percent
more

than the same advertising spot cost 20 years ago, and a staggering 16,371
percent
increase

since the big game’s inception in 1967.) After factoring in creative, production
and talent costs, the total tab can rise to $10 million or more. Some brands
are even capturing the Super Bowl “buzz” without investing in actual airtime,
reports
Digiday

— but are also spending millions of dollars to do so.

We challenge all these advertisers — whether they invest in primetime, digital,
IRL or social visibility — to skim the nonprofits below and think about
diverting even a million dollars of their gametime spend to address urgent
social issues. (As a stark example, less than half of what the US public is
expected to bet on the Super Bowl this year — $23.1
billion

— would fully fund the hunger-related appeals of the 17 countries covered in
Action Against Hunger’s 2024 Hunger Funding Gap Report!)

This year, we asked some of our favorite and most respected nonprofit organizations what they could do with the transformative power of $7 million. Here’s what they shared.

  • Action Against Hunger could
    treat more than 46,600 children facing life-threatening malnutrition.

  • Decoding effective methods of driving consumer behavior change

    Join us for a transformational experience at SB Brand-Led Culture Change — May 8-10 in Minneapolis. This event brings together hundreds of brand leaders eager to delve into radical lifestyle shifts and sustainable consumer behavior change at scale. The trends driving cultural acceleration are already underway, and you can be at the forefront of this transformative movement.

    ALS Association could advance two-to-three new
    treatments into clinical trials to provide hope for a fatal disease with no
    cure, as well as developing four-to-five new ALS clinics to treat people
    living with ALS.

  • American Heart Association could fund more
    than 200 scholarships to advance research and healthcare careers for diverse
    students at Historically Black Colleges and Universities and at
    Hispanic-Serving Institutions.

  • American Lung Association could
    provide Courage Kits and one-on-one mentorship to 70,000 newly diagnosed
    lung cancer patients through its LUNG FORCE
    initiative
    .

  • Big Brothers Big Sisters of America
    could match more than 4,600 at-risk youth with a reliable mentor or positive
    role model.

  • Empower the People could help close
    the civic-opportunity gap for 700 youth face-to-face, and 60,000 students
    virtually each year, for 94 years.

  • Feeding America and
    No Kid
    Hungry
    could
    provide 70 million meals to those experiencing food insecurity through their
    food bank network. (PS: Don’t miss the Feeding America appearance in
    Hellmann’s “Mayo Cat” ad — a contender for one of the year’s most memorable spots.)

  • Green Bronx Machine could deliver
    1,000 K-12+ indoor gardening programs, enabling students to grow, eat and
    love their vegetables, reaching 1 million students and 85,000 teachers.

  • Habitat for Humanity could upgrade 1,166
    homes with energy-efficiency grants or add solar panel solutions to 350
    homes.

  • Planned Parenthood could more than
    double its research capacity — accelerating efforts to break down barriers
    to increase access to sexual and reproductive healthcare.

  • RAIIN could educate 4.2 billion people about
    preventing sexual violence.

  • Save the Children could educate
    400,000 children in the US living in poverty.

  • Shatterproof could expand the
    Shatterproof Treatment Atlas across the United States to guide 49 million
    people struggling with substance-use disorder to the right type of quality
    addiction treatment or expand work to reduce addiction stigma across the US
    — especially with healthcare professionals.

  • Soles 4 Souls could give new sneakers to
    350,000 kids experiencing homelessness.

  • USO could help around 280,000 service members
    transition into civilian communities each year.

What could your organization achieve — or help your nonprofit partners achieve —
with $7 million? We’d love to hear. Share your ideas with us on
LinkedIn
.



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