Target Likely Paid Around $8 Million for That Four-Minute Imagine Dragons Ad
During last night’s (Feb. 8) Grammys, Target bought out an entire commercial break – totaling four minutes – to air a spot featuring alt rockers Imagine Dragons performing their new single, ‘Shots,’ in their hometown of Las Vegas. The spot comes as a part of Target’s #MoreMusic campaign -- watch it in the video up above.
The spot took viewers by surprise as it didn’t feel much like a commercial at all – which was no doubt the point. And for their creative bit of advertising, Billboard estimates Target doled out a staggering $8 million, figuring typical 30-second spots aired during the Grammys, on average, cost $1 million.
‘Shots’ will appear as the lead-off track on Imagine Dragon’s upcoming sophomore album, ‘Smoke + Mirrors,’ which lands Feb. 17. The band also recently announced a tour in support of their forthcoming LP. Check out a full list of dates here.