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The Super Bowl in numbers

Super Bowl Sunday is the biggest event in the sporting calendar, and the upcoming Super Bowl LVII is expected to be another showstopper – especially with Rihanna making her hotly anticipated return to the stage for the half-time show. But, whether it’s the Bills, 49ers, or Chiefs who take this year’s title, what are the numbers involved in the championship game?

To reveal the true cost of the Super Bowl for fans and brands, we’ve crunched the numbers to reveal individual and total consumer spend, the price of ads and game day tickets, and the number of people who tune in each year.

How many people watch the Super Bowl?

Despite the Super Bowl being the most high-profile game of the NFL season, a steady decline in viewership between 2015-2021 suggested that interest was dropping with each edition.

However, last year’s 99.18 million television audience marks a rise in the number of people tuning in, with this year’s forecasted 109.9 million sets to be the largest in six years. And with Google searches for ‘How to watch the Super Bowl’ and ‘Where to watch the Super Bowl’ up 177% and 247% on last year’s numbers, respectively, the game certainly seems to be going in the right direction.

In fact, the 2024 (110.8 million) and 2025 (111.7 million) Championship games are expected to be even bigger, with anticipated audiences predicted to exceed 110 million for the first time since 2017.

What is the cost of the Super Bowl?

We’ve looked at the changing state of the Super Bowl audience, but what other numbers are involved in the big game? We’ve delved into the data to reveal the cost of an ad, ticket, and game day experience from home.

Cost of a 30 second advert

Interestingly, the cost of a 30 second advert during the Super Bowl has both risen and fallen since 2015, peaking last year with the average ad priced at $6.5 million. This is set to increase again for this year’s edition ($7 million), though it should drop for 2024 ($5.02 million) and 2025 ($5.13 million).

Total ad revenue, however, is expected to see continued growth in the next few years, with Super Bowl LVII set to take an astonishing $489.6 million, almost $20 million more than last year, and 50% more than in 2015. Meanwhile, total ad revenue in 2024 ($509.3 million) will exceed half a billion dollars for just the second time in ten years, followed by further growth in 2025 ($529 million).

Average game-day ticket cost

The cost of a ticket to the Super Bowl has seen a sharp rise in the last few years, with this year’s average entry pass expected to total a whopping $9,314 – that’s $1,500 more than 2020 and almost four times as expensive as 2015 ($2,406). Although with Google searches for ‘Super Bowl tickets’ up 22% on last year, the demand is clearly there!

This pattern is set to continue for the next couple of years, too, with tickets for the 2024 and 2025 Super Bowl games forecasted to cost more than $10,000 each.

Average Super Bowl Sunday consumer spend

Turning our attention to the audiences at home, those tuning in for this year’s Super Bowl will spend an average of $82 on snacks and drinks, which is a steady rise in 2021 ($74.55) and 2022 ($78.92). Combined, the total consumer spend for Super Bowl LVII will be $17 billion, which will rise to $17.5 billion and $18 billion in 2024 and 2025, respectively.

Of the most popular delicacies likely to be enjoyed during the game, perhaps the most impressive stat is the 1.4 billion chicken wings Americans consume on Super Bowl Sunday. Though, this year could be even bigger, with Google searches for ‘Super Bowl wings’ up 55% on last year’s figure.

Total winner’s earnings

And finally, while you may think celebration and hero status is prize enough, the victors of the Super Bowl also take away a significant sum from a hefty winner’s pot. This amount has slowly risen since 2016, with each LA Rams player earning an estimated $157,000 in 2022 - although this year’s prize pot is considerably smaller.

In fact, for Super Bowl LVII, each winner will receive an estimated $136,500, while the champions in 2024 ($140,300) and 2025 ($144,000) will only be awarded slightly more.

With Super Bowl LVII just around the corner, it’ll be interesting to compare the forecasted costs with the actual amount spent on the big day, and how the true figure stacks up against previous years. In the meantime, for even more interesting insight from our sport experts, head on over to the Betway blog.

Methodology

To forecast Super Bowl information for 2023 – 2025, we collected available historical data for seven different factors.

• Super bowl viewers (source: Statista)
• Cost of a 30 second advert (source: Super Bowl ads)
• Total expected consumer spending (source: Statista)
• Super Bowl ad revenue (source: Statista)
• Average ticket prices (source: The Street)
• Winners Earnings (source: Action Network)
• Average consumer spending (source: Statista)

Using Excel’s linear function, we predicted the future values for each. Data is correct as of 01/06/2023.