![]() ![]() The average cost to air a 30-second Super Bowl spot is now $5 million, while it costs essentially nothing to upload a video to YouTube. While they were once top-secret, many companies today pre-launch their ads online, or post “teasers,” to drum up attention. Not that the playbook for a successful Super Bowl ad hasn’t changed. It was Apple’s iconic 1984 commercial that turned them into a bespoke phenomenon, after which more brands started to create ads specifically for the big game. How did the commercial sideshow become as engrossing as the main event? Between the first Super Bowl in 1967 and through the mid-80s, Super Bowl commercials were generally repeats.
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