Estimated cost of ads for College Football championship: $1 million
Buying 30 seconds of advertising on ESPN's broadcast of Monday night's College Football Playoff championship likely will cost an estimated $1 million to $1.1 million. (By comparison, a similar ad cost $5 million during last year’s Super Bowl.)
The estimate comes from Navigate Research, a Chicago-based company that evaluates and measures spending on marketing, primarily in sports and entertainment.
A rate of $1 million for 30 seconds is what the same ad cost two years ago during the first year of the championship. Rates went up last year to an estimated $1.2 million to $1.3 million for a 30-second ad, but TV ratings for the game broadcast dropped.
This year, the cost of advertising has probably come back down to reflect the lower ratings or stayed flat at the very least, said Brandon Korody, Navigate's manager of data strategy.
"Considering the fact that ratings dipped so much last year, I don't think ESPN could guarantee the higher ratings from the first year that might justify an increase in price this year," Korody said in an email to the Tampa Bay Times.
For that, he said, advertisers likely would receive exposure for their brands worth an estimated $900,000 to $1.2 million, depending on how many viewers watch the game.