Super Bowl ads have surpassed movie and TV advertising costs for the first time in a decade, according to a new study.
The study by the National Association of Theatre Owners found that the ad-free experience helped boost viewership for the NFL’s Super Bowl broadcast in February and its championship games this year.
“The ad-less Super Bowl is bringing us back to an era when viewers were not paying for the service they used to watch, but paying for entertainment they were not interested in,” said Steve Stagliano, CEO of the NAAO.
“It’s making us feel like we’re more engaged with the world.”
The NAAE study also found that more than two-thirds of consumers in the U.S. now watch the Super Bowl online or via mobile devices.
The research also found a dramatic drop in the number of people tuning in to a game.
The number of times consumers tuned in to the broadcast of Super Bowl XLVIII fell by a staggering 83% between 2012 and 2015, from 2.5 billion hours to 1.3 billion hours.
“We’ve seen a lot of changes since then, but I think it’s fair to say that the time for ad-based content is now,” said Stagliiano.
The NAAAE also noted that more viewers now have access to social media to share their opinions about the NFL.
The group also noted a decline in the use of paid ads.
The NFL, however, maintains that its ad-cutting strategies are making the game more enjoyable and relevant to consumers.
“As a result, the number, revenue and total ad revenue for the 2017 Super Bowl have been the highest in the history of the Super and it is the highest number ever in our history,” NFL spokesman Greg Aiello said in a statement.
“A significant number of ad-blocking programs were deployed, and more than 60% of our advertising dollars were spent on content that was ad-Free.
We believe the ad model has been an integral part of the growth of our game over the past three decades, and continue to invest in new, creative and innovative ways to deliver more engaging, entertaining, educational and entertaining content to our fans and advertisers.”