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MailTribune.com
  • Local Super Bowl ads were a deal

  • To you all-knowing wizards at The Muddy Tribune: You answer most of my questions before I ask, so I am trying to get a jump-start on this one. We all know the great amount of money that it costs for national Super Bowl commercials, but can you tell us what it costs for the local commercials that air during the Super Bowl?"
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  • To you all-knowing wizards at The Muddy Tribune: You answer most of my questions before I ask, so I am trying to get a jump-start on this one. We all know the great amount of money that it costs for national Super Bowl commercials, but can you tell us what it costs for the local commercials that air during the Super Bowl?"
    — Ronda, via email
    Indeed, Ronda, national commercials for the big game cost an awful lot. Thirty seconds worth of ad time for national campaigns averaged $4 million, according to a report by AdAge.com published on Monday.
    The cost locally was less — a lot less — according to a knowledgeable source, who said local stations would charge somewhere in the vicinity of $2,500 for a 30-second Super Bowl spot while the game was under way.
    Dave Olmsted, general manager for Medford's FOX affiliate KMVU 26 (which aired the game), wouldn't provide specific numbers about commercial costs for his station's ads, but said local advertisers may have gotten a great deal because of the numbers of viewers.
    "As it turns out, this year's Super Bowl was the highest rated program of all time," Olmsted says. "Not just Super Bowls, but the highest rating of any television event ever."
    Nationally, the Super Bowl drew 112.2 million viewers at kickoff on Sunday, breaking the previous record of 111.3 million set by in the 2012 game. The numbers for Fox declined as the Seattle Seahawks pulled away for a lopsided 43-8 win over Denver.
    Olmsted said that when the final numbers come in, he thinks it will show that local advertisers were undercharged for their ads.
    "The cost-per-thousand (viewers) for the Super Bowl was the lowest of any our programming," he said.
    Send questions to "Since You Asked," Mail Tribune Newsroom, P.O. Box 1108, Medford, OR 97501; by fax to 541-776-4376; or by email to youasked@mailtribune.com. We're sorry, but the volume of questions received prevents us from answering all of them.
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