The Super Bowl is the most-watched television event in the United States, with an average audience of over 100 million viewers. This makes it a prime opportunity for advertisers to reach a large and captive audience. The cost of a 30-second Super Bowl ad has been steadily increasing over the years, and for 2025, it reached a record high of $8 million.
There are a variety of factors that contribute to the high cost of Super Bowl ads. First, the demand for ad space during the Super Bowl is extremely high. All of the ad space for Super Bowl 59 sold out in November, and there is a waitlist for marketers hoping to get a slot if anyone pulls out. Second, the Super Bowl is a highly competitive environment. Advertisers are vying for attention from viewers who are already bombarded with commercials throughout the year. In order to stand out, advertisers need to create creative and memorable ads.
Despite the high cost, Super Bowl advertising can be a very effective way for companies to reach a large audience and build brand awareness. Many companies report that their Super Bowl ads have led to significant increases in sales and brand recognition.
Here are some of the key trends in Super Bowl advertising:
- Increased use of humor: Humor is a great way to capture viewers’ attention and make them remember your ad. Many of the most popular Super Bowl ads of all time have been funny.
- Focus on emotion: Emotional appeals can be very effective in connecting with viewers and making them feel something about your brand.
- Use of celebrities: Celebrities can help to draw attention to your ad and make it more memorable.
- Integration with social media: Social media can be a great way to extend the reach of your Super Bowl ad and engage with viewers.
Here are some examples of successful Super Bowl ads:
- Budweiser: “Puppy Love” This ad tells the heartwarming story of a golden retriever puppy and a Clydesdale horse. It was a huge hit with viewers and helped to boost Budweiser’s brand image.
- Apple: “1984” This iconic ad introduced the Macintosh computer and helped to revolutionize the personal computer industry.
- Doritos: “Crash the Super Bowl” This ad contest allowed viewers to create their own Doritos commercials. The winning ad was aired during the Super Bowl and helped to generate a lot of buzz for the brand.
- Coca-Cola: “America the Beautiful” This ad celebrates diversity and inclusion in America. It was a very moving and inspiring ad that resonated with many viewers.
Super Bowl advertising is a constantly evolving landscape. As the Super Bowl continues to grow in popularity, the cost of advertising will likely continue to increase. However, for companies that are willing to invest in creative and memorable ads, the Super Bowl can be a great way to reach a large and engaged audience.
In addition to the cost of advertising, there are a number of other challenges that advertisers face when creating Super Bowl ads. These include:
- The short length of time: Super Bowl ads are only 30 seconds long, so advertisers need to get their message across quickly and effectively.
- The high level of competition: There are hundreds of other advertisers vying for viewers’ attention during the Super Bowl.
- The need to be creative and memorable: In order to stand out, advertisers need to create ads that are both creative and memorable.
Overall, Super Bowl advertising is a complex and challenging endeavor. However, for companies that are willing to invest in creative and memorable ads, the Super Bowl can be a great way to reach a large and engaged audience.
Avid hiker, bicyclist, motorcyclist and long-time advertising pro. Founder of Skyworks Marketing, Nonprofit Fire and Our Ventura TV (cable TV). One career highlight was working on a small team that built a business from nothing to over $100 Million in 3 years. Skyworks Marketing provides lead generation and video advertising services. We create custom marketing funnels that provide the highest-quality leads and sales.