It’s no secret that advertising during the Big Game is expensive. But for what it’s worth, here’s a look at what $5.5 million can afford a buyer in the digital arena. (Find our previous tallies here, here, and here.)

3.7 million paid clicks on Drizly display ads

Football and beer: A match made in heaven. And in the midst of a global pandemic, more and more consumers are using delivery services like Drizly to have food and drinks brought straight to their door. Advertisers could find an audience on the service app.

According to a media buyer, for Drizly search or display ads, the cost-per-click varies by product category, ranging from $1.45 to $2.60. In this case, a budget of $5.5 million could pick up between 2.1 and 3.7 million paid clicks.

6.8 million clicks on Walgreens search ads

The average cost-per-click for a Walgreens’ search ad runs buyers an estimated $.80, according to a media buyer. With that number in mind, the $5.5 million a buyer would have spent on a Super Bowl spot could garner 6.8 million clicks at Walgreens.

2.8 million clicks on CVS search ads

CVS expanded its offerings into the retail media business mid-last year with the launch of its CVS Media Exchange, as Digiday previously reported. Media buyers looking to spend here should expect to shell out a least $1.90 per click, according to a media buyer. Crunching the numbers, a budget of $5.5 million could mean 2.8 million clicks with CVS.

427 million impressions on Discovery+

Millions of people will be tuned into the big game to watch the Kansas City Chiefs face off against the Tampa Bay Buccaneers. But for non-sports fans, streaming services like Discovery+ may be a viable option. Per previous Digiday reporting, Discovery unveiled its DTC streaming service earlier this year with two subscription tiers: ad-supported and ad-free. According to a media buyer, campaigns on Discovery+ could run a buyer $12.87 cost-per-million With a budget of $5.5 million, buyers could afford 427 million impressions on the streaming platform.

275 million impressions on YouTube

According to research from Oracle CX, Gen-Z is optimistic about this year, with 41% of fans betting on better ads this year. And they may be looking to YouTube to find replays after spots air, making YouTube the place advertisers may want to be on game day. According to a media buyer, YouTube skippable in-stream ads run an estimated $.02. In terms of Big Game spending, that could make for 275 million impressions on the video platform.

6.1 million paid clicks on Google search

Expect to see a lot of searches during this year’s Big Game. Ahead …read more

Source:: Digiday

Author: Aaron