At this time last year, marketers expected the Super Bowl to be even more important than usual for 2022 as live events like the Golden Globes and the Grammys had been off the air or postponed. That\u2019s not the case this year, as the Golden Globes returned to NBC last week (with ratings reportedly down roughly 26% from when it last aired in 2021) and the Grammys slated for Feb. 5. <\/p>\n
Even so, marketers and agency execs say that the importance of the Super Bowl remains high as it is one of the few events where consumers are tuning in live and actually paying attention to the ads. That attention \u2013 harder and harder to come by \u2013 is why marketers are still willing to shell out up to $7 million for a 30-second spot on Super Bowl LVII on Fox on Feb. 12, despite the economic downturn. <\/p>\n
That\u2019s not to say all brands are ready to pony up that kind of cash \u2014 some like Toyota and Carmax, among others, are sitting out this year\u2019s game. As for categories, \u201cmovies and streamers are the category that is up the most,\u201d said Jon Lefferts, evp of integrated investments at UM. <\/p>\n