Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Among the many familiar faces in Super Bowl LI, one newcomer looks to stand out with what is so far the game’s only 90-second entry.
84 Lumber will join Febreze, Mr. Clean and GNC in making its debut during this year’s event, and it is the only brand to purchase more than a minute of air time for a single spot.
Multiple sources have put the going rate for a 30-second ad at $5 million-plus, meaning that the building materials company will almost certainly pay more than $10 million for the national placement even after any discounts it may receive from Fox.
This news marks a major pivot for 84 Lumber, which spent only $736,000 on domestic marketing in all of 2015 according to Kantar Media.
The
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in