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¿Cuál es el Super Bowl más caro en la historia de la NFL?
Por Heliana Guirado
Organizar cada año el Super Bowl es una responsabilidad inmensa para la NFL y además una inversión millonaria de dinero, lo cual da como resultado un evento que atrae a millones de personas. Como sucede generalmente, la base del sustento económico son los anuncios publicitarios y hay una edición en la que las compañías debieron pagar las cifras más elevadas para aparecer allí.
De acuerdo a datos brindados por distintos medios, el Super Bowl LVII, que se emitió el 12 de febrero de 2023 por la cadena Fox, exigió el pago de 7 millones de dólares por un comercial de 30 segundos, lo cual hace que sea el monto más elevado de la historia. Y lejos de intimidarse por eso, compañías como Heineken, Budweiser y otras se animaron a pagar, sabiendo que sus retribuciones serían mayores.
Ese juego de final de temporada estuvo protagonizado por los Kansas City Chiefs y Philadelphia Eagles, siendo los primeros los campeones. Además el Halftime Show tuvo como artista a
Rihanna, quien además de deslumbrar con su performance, aprovechó la oportunidad para anunciar que estaba embarazada de su segundo hijo.
De acuerdo a lo que informó la cadena FOX, el juego registró 113 millones de espectadores. Además, para la figura Patrick Mahomes ese fue un año clave, ya que "se convirtió en el primer jugador de este siglo que obtiene el premio de Jugador Más Valioso (MVP) de la temporada regular y del Super Bowl en la misma campaña".
FIVE 2023 EMMY NOMINATIONS@AppleMusic Super Bowl LVII Halftime Show Starring @Rihanna @NFL @TelevisionAcad pic.twitter.com/6g1WGYLcg9
— Roc Nation (@RocNation) July 12, 2023
Nielsen Holdings, empresa estadounidense que mide datos de distintos mercados, comparó lo sucedido con la edición de 2023 y por ejemplo la de 2022, en la que el costo por publicidad de medio minuto fue de 6.5 millones de dólares. A esta se le suma la de 2021, cuando se abonaba $5.5 millones.
Además de marcas, las empresas apuestan a que cada vez más películas aparezcan en el Super Bowl, con la intención de promocionarse antes de su estreno. Sobre esto Mark Ellis, de Rotten Tomatoes, sitio web que hace reseñas de films, explicó que "el objetivo más inmediato es convertirse en un tema de moda en las redes sociales", algo que efectivamente sucede.