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2013: The Year for Sports?

By: Dwayne W. Waite Jr.

If the crazy huge price tag for the Super Bowl is any indicator, marketing spending in sports and sponsorships is ready to take off.

Super Bowl spots this year hit yet another record high, with the average price being $3.7–$3.8 million for a 30-second spot. Some spots, it has been reported, went for over $4 million. One of those spots will more than likely include Taco Bell, which just announced that it is planning to air a 60-second spot during the Big Show.

CBS also announced that all of its slots for the Super Bowl, which number between 60–70 spots, are sold out.

And it looks like even after the Super Bowl Champion is crowned, the spending is going to continue.

WPP-owned sponsorship, research, and consulting firm IEG released a report stating that it is expecting a 6% jump in sponsorship spending in 2013. Compare that to AdAge's spending forecast of 2.3% for total ad spending.

Why the emphasis on sports? Hard to say. AdAge suggests that in the "DVR era" marketers and media buyers are more inclined to spend for live events. We could suggest that people could be more inclined to remember ads during games, especially because they become part of the experience. Yes, studies have shown that people feel differently about ads if they are aired during a good game or a dull game.

2013 must be setting up to be a good year in sports.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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