By Steve Nicklin, SVP, Marketing & Analytics
Four Weeks of Engagement Across 25 Markets for the Cost of One Super Bowl Ad
As brands gear up for the Super Bowl, one of the most-watched advertising events of the year, the Out of Home Advertising Association of America (OAAA) makes the case for Digital Out of Home (DOOH) as a smarter, longer-lasting alternative. For the same $7 million spent on a fleeting 30-second Super Bowl spot, DOOH delivers 7.5X greater reach and 10X better CPM value, offering unmatched impressions and cost efficiency in the top 25 U.S. markets.
Unmatched ROI and Nationwide Reach
Using Place Exchange’s PerView solution to analyze a $7 million DOOH campaign, the results show a month-long plan that outperforms transitory Super Bowl exposure. Advertisers investing $7 million in DOOH can achieve:
- Almost 1 billion impressions (929,407,658) across 25 top U.S. markets.
- 80%+ average reach and frequency of 7+ across these markets over four weeks.
- An impressive $7.49 CPM, making it a cost-efficient choice for high-impact campaigns.
With nearly 1 billion impressions at a fraction of the cost, DOOH delivers unparalleled reach and value, outperforming the Super Bowl’s 123 million viewers and delivering unmatched efficiency for advertisers.
This Year’s Super Bowl
This year, the Super Bowl will be held at the Caesars Superdome in New Orleans, Louisiana. The city will host several exciting activations, including Super Bowl Opening Night, a parade in the French Quarter, and the NOLA Walk of Fame. These events provide brands with opportunities to engage a wide range of audiences. While the Super Bowl draws massive crowds, DOOH’s sustained impact offers long-term benefits for advertisers.
“DOOH goes beyond the fleeting buzz of a single event like the Super Bowl,” said Anna Bager, President and CEO of OAAA. “It delivers sustained engagement and meaningful connections with audiences as they navigate their daily lives, providing measurable impact across key markets.”
Consumers Favor DOOH Over TV/Video and Take Action
The Super Bowl may grab attention, but its impact is momentary compared to the consistent presence DOOH delivers. As advertisers seek to maximize engagement, many are turning to DOOH for its ability to connect with audiences repeatedly over time. Research from OAAA and The Harris Poll highlights DOOH’s unparalleled ability to engage consumers when compared to competitive media:
- 73% of consumers view DOOH ads favorably, surpassing TV, social media, and online ads.
- 76% of consumers say a DOOH ad recently prompted them to take action.
- 74% of mobile device users acted on their devices after seeing a DOOH ad.
OOH has the highest levels of ad recall of all major media and peaks at 86%, while linear TV ad recall peaks at 60% and streaming peaks at 72%.
Why Choose DOOH Over the Super Bowl?
A Super Bowl ad is undeniably impactful, but its effect is limited to a transient, 30-second moment. In contrast, DOOH delivers sustained exposure, seamlessly integrating into consumers’ daily lives over an entire month. From high-traffic urban centers to local neighborhoods, DOOH ensures continuous brand visibility across multiple touchpoints.
DOOH also enhances digital strategies by driving measurable actions such as app downloads, store visits, and online searches. Unlike a single Super Bowl spot, which focuses on one event, DOOH provides advertisers with the flexibility to engage diverse audiences across dozens of key markets, maintaining both relevance and resonance.
A Smarter Play for 2025 and Beyond
As the advertising landscape evolves, decision-makers are rethinking the value of traditional Super Bowl investments. With continuous exposure, DOOH offers a month-long presence that connects with consumers during pivotal moments—whether on their commute, during shopping trips, or at social outings.
DOOH is redefining what’s possible in modern advertising, offering brands the ability to deliver measurable, sustained impact across top markets. For 2025 and beyond, it’s a strategy built to win.
Source: Place Exchange PerView, Solomon Partners, The Harris Poll
Published: January 7, 2025