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Want more housing market stories from Lance Lamberts ResiClub in your inbox? Subscribe to the ResiClub newsletter. Zillow economists have developed an economic model called Zillows Market Heat Index, which measures the competitiveness of housing markets across the U.S. This model analyzes factors such as home price changes, inventory levels, days on market, and buyer demand to generate a score indicating whether a market is hot (favoring sellers) or cool (favoring buyers). A higher score indicates a hotter metro-level housing market where sellers have more power. A lower score indicates a colder metro-level housing market where buyers have more power. According to Zillow, a score of 70 or above indicates a strong seller’s market, 55 to 69 is a seller’s market, 44 to 55 is a neutral market, 28 to 44 is a buyer’s market, and a score of 27 or below is a strong buyer’s market. Nationally, Zillow rates the U.S. housing market at a 50. Click here to view an interactive version of the map below. !function(){"use strict";window.addEventListener("message",(function(a){if(void 0!==a.data["datawrapper-height"]){var e=document.querySelectorAll("iframe");for(var t in a.data["datawrapper-height"])for(var r=0;r
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The Super Bowl is a lot of things. NFL title game. Pop concert. Cultural institution. Its also The Only Day People Care About Ads. That last one is worth a lot of money to the brands who decide to advertise during the big game. Back in 2000, E-Trade used its Super Bowl ad to joke about how much money it spent. A chimp hits play on a tape deck, climbs up on a lawn chair, and proceeds to clap and dance for 30 seconds. The tagline? Well, we just wasted $2,000,000. But how much does a Super Bowl commercial really cost? Weve all probably seen headlines about the outrageous costs of a single 30-second spot, which, this year, is nearing about $8 million. And if we scroll back a decade, the cost in 2015 was about $4.5 million. Hold on, though. Thats for only 30 seconds of air time. Many brands have ads that are at least 60 seconds, sometimes even 90 seconds, and still others have multiple ads throughout the game. Back in 2018, in one of the greatest Super Bowl campaigns ever, Tide ran six ads. And again, thats just the air time during the game and doesnt include David Harbours cut. So how much does a Super Bowl ad really cost . . . what kind of numbers are we talking here? Lets dig into it. By the numbers I spoke to sources who have worked on multiple Super Bowl campaigns for years and are familiar with the costs for this years game. They agreed to talk on background and outline the costs based on their experience across more than 10 Super Bowl campaigns, including this year. Heres how it breaks down: Agency costsLets start where most of these commercial ideas dothe ad agencies. The bulk of Super Bowl ads are created by ad agencies, whether on annual retainer or working on the big game ad as a one-off. According to my sources, the ad agency costs for Super Bowl work can range from $3 million on up to about $6 million dollars. Production costsOnce the idea is decided on, you have to make it. Film production costs for these average about $3 million to $4 million. Then there is post-productionediting, sound, visual effects, that kind of stuffwhich hits about $1 million. The talentNow, who is in your commercial? According to iSpot.tv, celebrities have starred in around 70% of the ads in every Super Bowl since 2020. While a non-celebrity might run you about $250,000, even a B-list celebrity would cost about $1 million to cast. More realistically, say my sources, that number is about $3.5 to $5 million. Now think about all the ads youve seen already this year with multiple celebsUber Eats and Pringles, anyone? The musicOkay, now what about a soundtrack? Plenty of ads have featured well-known songs. Budweiser loves a good tune. Last year, its ad featured The Weight by The Band, and this years spot has The Bellamy Brotherss classic Let Your Love Flow.” Licensing to use a popular song can range from $1 million to about $3 million. Meanwhile, Mountain Dew turned Seal into a seal and his 1994 hit Kiss From a Rose into a soda jingle Kiss From a Lime. Okay, so what’s our total for a 30-second spot so far? Lets say, $4.5 million for the agency, $3.5 million for film production, $1 million for post-production, $8 million for two celebs (at $4 mil apiece), $2 million for a great song, and of course, the $8 million for the 30-seconds of airtime. Thats a grand total of $27 million. And we’re not done yet . . . You need to spend more on digital and social media ads, plus any other activations, which could add between $3 million and $10 million to the final cost. Oh, and another thing: In order to even have the privilege of buying that 30 seconds of ad space for $8 million, the Fox network requires advertisers to commit to another $8 million in media commercial time throughout the rest of the year. That means your original $8 million is really $16 million. After adding about $5 million for advertising and promoting your ad everywhere else, plus the extra $8 million of advertising commitment to Fox, weve come to our final destination: $40 million. So, what does it all mean? Could it possibly be worth it? A source close to Dunkin’ told CNN last year that Dunkin’ sold more donuts the day after the Super Bowl than any other day in its history. The crypto exchange Coinbases lo-fi spot in 2022 attracted so much interest that its app crashed because so many people went to download it all at the same time. Americans are expected to legally bet $1.39 billion on the Super Bowl this year, but theyre not the only ones taking a gamble. No matter how hard the commercials are trying to make you laugh, for the brands spending this kind of money, the big game is no joke.
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Expect more security and nerves at this year’s Super Bowl victory celebration regardless of who wins Sundays matchup in New Orleans between the Kansas City Chiefs and Philadelphia Eagles. A shooting that killed one person and wounded about two dozen others marred last year’s Chiefs victory rally, and a Philadelphia Eagles fan died last month after falling from a light pole while celebrating the teams NFC championship victory. Kansas City plans to boost its police presence if the Chiefs win a third-straight title, and Philadelphia might grease its poles to thwart climbers if the Eagles win. New Orleans, which was the scene of a New Years Day truck-ramming attack and which is hosting the Super Bowl, plans to block some traffic routes. Theres a lot of people thatll think twice about attending an event like that, fan Branson Albertson said Thursday as he, his wife and their kids posed for photos inside Kansas City’s Chiefs-bedecked Union Station, near where last years shooting happened. But I still think therell be a big turnout,” he added. Events like victory parades present unique challenges because they are open, unpredictable and draw large crowds, said Alex del Carmen, an associate dean of the school of criminology at Tarleton State University in Texas. Last year, Chiefs players were jumping off floats to give fans high-fives as buses filled with the team wound through packed downtown Kansas City. Some of that would likely change this year regardless of where the celebration is held, he said. Other sports celebration in the U.S. also have ended in gun violence, including a shooting that injured several people in 2023 in downtown Denver after the Nuggets NBA championship, and gunfire in 2023 at a parking lot near the Texas Rangers World Series parade. All of these incidents are studied carefully, Del Carmen said. What we can do is learn from the past and hopefully last years lessons were very, very vivid in the minds of those that are going to be planning these next events, said del Carmen, who recruited students to help with security when the Super Bowl was played in Arlington, Texas, in 2011. There are limits to what safety measures organizers can put in place, particularly in Kansas City, which is in a state with few gun restrictions. Last year’s shooting, which appeared to stem from a dispute between several people, happened with more than 800 officers on hand to police an estimated crowd of 1 million people which comes out to more than 1,000 paradegoers to every officer. When you have that many people compacted into a confined space and everybody is shoulder to shoulder, its just hard to see everything, is hard to account for everything, said Jason Armstrong, a former police chief in Ferguson, Missouri, and Apex, North Carolina, who is now a police consultant. You know, we just have to have as many eyes out there as we can. If the Chiefs win again, there will be 200 additional officers and the parade will move faster, said Mayor Quinton Lucas. He said last month that the city would try our level best to make sure that we think of every contingency, but he acknowledged that some people might not feel comfortable attending. I understand that and I get that, Lucas said. Sharon Billington, a 63-year-old Chiefs fan who also visited Union Station, said she plans to watch it on TV. She had family at last year’s festivities and was terrified. The world is just not in a position to have that right now, she said of a large rally. Philadelphia is known for having one of the league’s most rowdy fan bases. In recent years, zealous Eagles fans have climbed street signs, traffic lights, bus shelters and even theater marquees to lead the crowds below in cheers. In 2023, when the Eagles last won a National Football Conference title, a group of people crashed through the hard plastic roof of a bus shelter where they had been dancing, injuring several of them. But after a college student was killed by falling off a pole following the Eagles conference championship last month, Mayor Cherelle Parker is pleading with fans to stay safe. Officials have sometimes greased the poles ahead of time to thwart such antics with mixed success and may do so again this week. City officials promised they would be ready Sunday, with more police on hand and roads closed near City Hall, the Broad Street corridor, the stadium district and other places fans typically gather. The Philadelphia Police Department is on an all-hands-on-deck approach to ensure everyones safety,” Police Commissioner Kevin J. Bethel said Friday. Our officers will be out in full force across the city, ready to keep the festivities running smoothly. You dont want to be in a celebratory moment, (and) have a tragedy occur, Parker, sporting a kelly-green suit in a nod to the team, said after the Eagles clinched a Super Bowl spot. Heather Hollingsworth and Maryclaire Dale, Associated Press
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