The Super Bowl is one of the most exciting events of the year, but in Sunday’s game, that features the Kansas City Chiefs and the San Francisco 49ers, the red hot romance going on between Travis Kelce, the Chief’s tight end, and superstar Taylor Swift creates an additional buzz.
Some people watch the Super Bowl for the game, but many more eagerly anticipate the commercials. For them, they’re the best part of the whole event. The ads are funny, creative, and sometimes even emotional. They make you laugh, cry, and above all, make you want to buy things. They are the real stars of the Super Bowl and the competition to insert one in the game-of-the-year is stiff—and pricey.
Advertisers spend millions of dollars to create and air their ads during the game. They’re entertainment for the viewers, but big business for brands, and they can make or break the brand’s reputation and sales.
Why are Super Bowl commercials so important and expensive? For one thing, they reach a huge audience. The Super Bowl is usually the most-watched TV program in the US, with over 100 million viewers. That means that advertisers can showcase their products or services to a large and diverse group of potential customers.
With so many viewers, Super Bowl commercials generate a lot of buzz and social media activity. People often talk about their favorite or least favorite ads before, during, and after the game. They also share them online, watch them again on YouTube, or vote for them in polls. Some ads even become viral sensations or cultural icons, like Apple’s “1984” ad or Budweiser’s “Wassup” ad. This gives advertisers more exposure and word-of-mouth marketing for their brands.
A Dunkin’ Donuts commercial aired in 2023 that featured Ben Affleck as a drive-thru worker led to an explosion of the chain’s sales.
“They sold more donuts the next day than any other day in their history,” an individual close to the Dunkin’ Super Bowl campaign told CNN. “That says a lot.”
The price of a 30-second spot during the Super Bowl has skyrocketed over the years, reaching a whopping $5.6 million in 2020. In 2024, the price of a 30-second spot on CBS broke that record and sold for around $7 million, according to a source familiar with the ad sales.
Sometimes, an ad can backfire and cause negative reactions or backlash from the viewers or the media. In 2017, Pepsi pulled its ad featuring Kendall Jenner after it was criticized for trivializing social justice movements. This year there is a call to boycott TEMU’s commercial, the controversial Chinese e-commerce giant that is under congressional investigation for the use of forced labor in its supply chain.
Previews of this year’s commercials are causing a buzz before they’re even aired. Capitalizing on the popular figures and topics, this year there is one that features Lionel Messi ordering a beer at the bar on the beach, but as he waits for his Michelob Ultra to pour, he goes on a dribbling quest that includes a couple of other stars. And Uber Eats’ Super Bowl ad features a mini “Friends” reunion as a forgetful Jennifer Aniston learns she can order delivery for almost any item through the app.
The bottom line is that no matter which team wins or loses, the real winners are the advertisers.
