Advertisers Look to Score With Super Bowl Ads
The Super Bowl isn’t just the biggest night in football—it’s also the ultimate stage for advertisers looking to make an impact. With millions of viewers tuning in, brands are pulling out all the stops to create memorable commercials that capture attention, spark conversations, and drive sales. From celebrity cameos to nostalgia-driven storytelling, this year’s lineup promises to be just as bold and creative as ever.
The High Stakes of Super Bowl Advertising
What do Mean Joe Greene, Betty White, the Budweiser Clydesdales and Cindy Crawford have in common? Well, depending on your source (and point of view), they are featured in some of the best advertisements in the history of the Super Bowl.
Super Bowl LIX is scheduled for Sunday in New Orleans, and once again advertisements will be closely watched – and dissected for days and months afterward. The cost for one 30-second spot has reached $7 million. In the first Super Bowl in 1967, an ad cost $37,500. By 2000, costs reached $2.2 million. The attraction, of course, is eyeballs. This year’s game is expected to reach 120 million viewers.
The Super Bowl brings together the best two teams in the National Football League, but the game is also critical for advertisers – at least those who can afford it. “Research indicates that brands that advertise during the Super Bowl often see a significant boost in brand recognition and recall. Many companies report increased sales following their Super Bowl campaigns, particularly if the ads resonate well with viewers,’’ an article on MarTech said.
What Makes a Super Bowl Ad Stand Out?
The question becomes which ads resonate with viewers. There have been a number of strategies. The ad for Coca-Cola with Greene, which debuted in 1979, tugged at viewer’s heartstrings when a boy offered the NFL legend his soda as he exited the playing field. Called “Hey Kid, Catch,” Greene tosses his jersey to the boy at the commercial’s close. All these years later, some people still consider it the best ad ever.
In a LinkedIn post earlier this week, a poll indicated humor was the most important ingredient of a Super Bowl ad. 75 percent of respondents believe humor is most important in a Super Bowl ad, far outpacing other choices, such as drama and inspirational messaging.
Opinions vary on what makes a great Super Bowl ad, but the primary consideration is message clarity. “The most effective ads are memorable because they tell a story,’’ Tim McMahon, PhD, said in an article published by Creighton University. “Whether it’s humor, heartwarming moments, or inspiring values, these ads resonate deeply with audiences. Think of the Budweiser Clydesdales—those ads are about more than beer. They tap into themes of nostalgia, resilience, and even patriotism, creating emotional connections that stick with viewers long after the game ends.”
And while there have been many memorable ads, it’s worth pointing out that there have been a lot of clunkers as well. There are winners and losers in sports, and the same can be said for advertising. The best ads generate a lot of attention, but some lists reflect the worst Super Bowl ads, too. That’s not a list anyone wants to make.
What to Expect from This Year’s Super Bowl Ads
We expect much of the same in advertising for this year’s Super Bowl – celebrity endorsers, humor, mini-reunions of some television characters – but we also anticipate a heavy dose of artificial intelligence and shoppable ads that include QR codes that make it easy for shoppers to purchase items.
Whatever the game’s outcome, the water cooler conversation on Monday will center around the best ads, and previews already online show some memorable work.
