Grammys 2015: Target's Imagine Dragons Commercial Break Cost About $8 Million
The band appeared on a live feed from Las Vegas.
Instead of cueing up the same pirate-themed ad for the fifth time during the Grammys broadcast, big-box retailer Target bought out an entire commercial break — four minutes — so Imagine Dragons could push Target's new #MoreMusic campaign and perform their new single "Shots" from Las Vegas.
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The spot was directed by Jonas Akerlund, who's previously worked with Beyonce, Rihanna, U2 and many others.
With ad rates averaging $1 million per 30-second spot during the broadcast, Billboard can estimate that the time on-air alone cost Target about $8 million.