How valuable is a Canadian Super Bowl buy?


Author: Patti Summerfield

While it’s still anyone’s guess whether it’ll be the Tampa Bay Buccaneers or Kansas City Chiefs that end up the winner at Super Bowl 55 on Feb. 7, one thing that is certain, perennially, is that the Super Bowl is going to be a ratings winner.

According to Statista, last year an average of 9.5 million Canadians watched Super Bowl 2020, with over 12 million tuning in for the halftime show.

However, Peter Vincente, VP of VMC Media, says the value of a Super Bowl buy has decreased substantially over the past few years. The brand appeal to being associated with Super Bowl is still at a high, but there are just too many avenues that don’t include a pricey TV buy that let you do so.