Grammys 2015: Target's Imagine Dragons Commercial Break Cost About $8 Million

Donald Traill/Invision/AP

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.

See more Grammy's 2015 Red Carpet Arrivals 

The spot was directed by Jonas Akerlund, who's previously worked with BeyonceRihanna, 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. 

 

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