Is it just me, or are you seeing some reduced enthusiasm for the February 9th Super Bowl LIX match-up? Here come the Chiefs (again), gearing themselves up for a potential three-peat in New Orleans. But will this winning fatigue reflect in lower viewership? It could, but probably not. Will Kendrick Lamar (Who? Sorry, I’m over 50) knock people out of their seats with his Super Bowl halftime performance? Nothing’s impossible, I guess. But in America, the Super Bowl isn’t just a football game—it’s a nuclear-powered marketing machine…a phenomenon that draws unprecedented attention from the masses, football fans and non-fans alike, and offers brands a unique opportunity to make a massive impact (thru a massive inve$tment). With that in mind, here’s why companies continue to invest millions in Super Bowl advertising.
Unparalleled Audience Reach
The “Big Game” as it’s referred to by people who respect trademarks, provides an extraordinary platform for brand exposure. In 2024, the game attracted 123 million viewers, making it the most-watched TV program in history. Say it with me… 123,000,000 viewers. This massive audience presents an unrivaled opportunity for brands to reach millions of potential customers simultaneously, capture undivided viewer attention and generate significant word-of-mouth as well as the all-important social media buzz.
Impressive Return on Investment
Super Bowl LIX rates are $7 million for a 30-second spot, and oddly, that’s the same price as advertisers spent in 2024. Touting the largest viewership in history last year, one would have assumed at least some kind of rate bump, but no. (Local Knoxville buyers are seeing north of a 50% increase over 2024 pricing) So, for the cost of one Six-Million-Dollar Man and change, (now I’m REALLY showing my age) Super Bowl ads deliver remarkable returns:
- Average ROI of $4.60 per dollar spent
- Some ads achieve ROI as high as $100+ per dollar
- 43% of viewers watch specifically for the commercials
- 50% of surveyed viewers have made a purchase based on a Super Bowl ad
With an average of around 51 minutes of sellable commercial time, the NFL is looking at around three quarters of a BILLION dollars in ad revenue, which doesn’t include other sponsorships and deals outside of traditional commercial time.
Brand Awareness and Long-Term Impact
Super Bowl ads offer more than immediate sales—they create lasting brand impressions:
- A 22% increase in word-of-mouth conversations the week after the game
- Opportunity to build brand recall and awareness
- Potential to become part of cultural conversation
I cannot think of another piece of television programming that people openly intend to watch SPECIFICALLY for the commercials (and for some, last year and this year, glimpses of Taylor Swift). There’s almost a fear-of-missing-out that comes with watching, because you want to be part of the water cooler conversation about them the next day. If the commercial hits all the marketing buttons, people will be talking about it for years! Of course, that doesn’t guarantee business prosperity…remember the Coinbase floating QR Code commercial of 2022? It crashed the app for about an hour out of curiosity. By the end of 2023, the Coinbase Pro cryptocurrency trading platform shut down for standard users.
Why It Works
The Super Bowl remains one of the few TV events where people actually look forward to watching advertisements. Often seen as a necessary evil by creative types, in this programming, commercial breaks are part of the show. This unique viewing environment allows brands to use their commercials to build their awareness and generate talk in half a minute that would take thousands of strategically placed 30-second spots to do in regular TV programming. These aren’t the typical ‘here is the product and here’s the discount’ kind of spots. Super Bowl commercials are by and large created to entertain viewers with humor and creativity; to launch new products and platforms so people remember them and generate talk. When you have an audience of over 100 million people, there will be talk. Some brands become part of the national conversation. By investing in a Super Bowl ad, companies aren’t just buying airtime—they’re purchasing their stake in a national cultural moment.
No matter who you’re rooting for, who’s performing during Half Time, or who wins, enjoy the game and the ideation and creativity of marketing teams in between the penalties and plays. And when it’s time to build your brand, we at CMOco are here to help your team win!
~Bruce Thiem, CMOco Director of Integrated Media
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