Sphere Super Bowl ads will cost brands up to $2m each

Advertising on the Sphere Las Vegas during this year’s Super Bowl final will cost up to $2m.

Only two brands will appear on the Sphere’s exosphere on the day of the final, which takes place in Las Vegas on 11 February. The game-day takeover will last for about 12 hours.

Dave Kersey, chief media officer at GSD&M, told Campaign USA that members of the Sphere sales team have shown him Super Bowl game day prices ranging from $1.5m to $2m.

The Sphere has confirmed that inventory is sold out for the entire week leading up to the Super Bowl, with rates increasing as the day of the final approaches.

American football-specific art will be spliced in to break up the advertisements on the day of the final.

The Sphere typically features three to four brands each day, cycling through each every few seconds. Four hours of total screen time costs about $450,000.

Dozens of brands, including Coca-Cola, have advertised on the Sphere since it opened on 29 September.