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Business Of The Bowl: $5m For 30-Second Ad

Amid the Super Bowl spectacle of Beyonce, Coldplay and the Denver Broncos' against-the-odds victory, advertising spend during the event is estimated to have hit $392m (£270m).

The average cost of a 30-second advert was a whopping £3.4m ($5m), according to Kantar Media.

That is double the figure a decade ago and means that the annual rate of Super Bowl ad inflation stands at 7.2%.

Given that US inflation has averaged just 1.9% over the same period, the event's pulling power becomes ever more evident.

Advertisers spent $345m (£238m) last year, and although final numbers are still to be announced, that figure is expected to have increased to $392m this year.

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:: Super Bowl Ads: Schumer, Wieners And Bourne 5

Not only are the adverts becoming pricier, they are also getting longer.

In 2011, just 16% of adverts were a minute long, last year the figure was 37%.

So, what is driving the growth? The Super Bowl not only has a huge global reach but its reach is growing.

According to Nielsen (EUREX: 11400372.EX - news) , the data agency, a record 114 million people, or about half of US households, watched the Super Bowl on TV last year - up more than a third since the turn of the millennium.

To put this in perspective, the Game Of Thrones season five finale averaged just eight million American viewers.

This year's Super Bowl saw car giant Fiat (Hanover: FIA1.HA - news) -Chrysler (Xetra: 710000 - news) snap up two 60-second adverts to showcase its Jeep brand, which is celebrating its 75th anniversary.

It can justify the £13.8m ($20m) ad spend because of the recent resurgence in sales of trucks and SUVs - boosted by lower oil and therefore petrol prices.

The popularity of YouTube means adverts can be seen again and again. Last year, 14 million hours of Super Bowl ads were viewed on the site.

With digital ad spend expected to grow to 38% by 2017, that figure is likely to have increased this year.