Super Bowl Buys: It All 'Ads' Up

Kantar Media study suggests NFL showcase is a marketer's dream

The going rate for 30 seconds of airtime in Super Bowl XLVII was a little shy of $4 million, and if recent trends are any indication, this year’s broadcast also could be more cluttered than ever. Yet despite the cost of entry and the dense concentration of creative, the NFL’s annual showcase is more popular than ever, largely because it boasts the best retention rates of anything on television.

According to a new report from Kantar Media, Super Bowl viewers tend to remain riveted to the tube during commercial breaks.

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