The Super Bowl is more than just the final NFL game of the season; it’s a cultural event that unites millions through music, sports, and entertainment. Brands pay big to secure a Super Bowl commercial spot, aiming to reach millions of viewers and make an impact on social media.
The match-up between the Kansas City Chiefs and Philadelphia Eagles might have been the least interesting part of this year’s Super Bowl as the Eagles dominated the Chiefs from start to finish. Instead, Kendrick Lamar’s halftime performance and the advertisements were the real entertainment for viewers this year.
Quick Highlights
- The fee for a: 30 second slot in this year’s broadcast was an estimated 8 million dollars, an increase from 7 million dollars in the 2024 Super Bowl.
- FOX sold around 51 minutes of advertisements.
- Super Bowl LIX brought in a record 127.7 million US viewers, a 3% increase from last year and the second straight year that the audience for the Super Bowl has broken records.
- 50 brands purchased a slot in this year’s Super Bowl with snack brands buying the most time, including Doritos, Häagen-Dazs, Lay’s, and more.
- 11% of viewers watch the Super Bowl primarily for the commercials.
Top Commercials that Stole the Show
Coming in the top spot on USA Today’s Ad Meter is Budweiser and their classic commercial featuring Clydesdale horses. This year, the ad showed a young Clydesdale proving its worth by rolling a forgotten keg to the herd. The Budweiser commercials are normally a fan favorite as they lean on emotional sentiments and wholesome positioning.
Another commercial that struck an emotional chord was Lay’s ‘The Little Farmer,’ which showed a young girl raising a potato on her family farm. Set to the song ‘All I Want Is You,’ the ad highlights the role of farmers in American food production.
Super Bowl Ads that Didn’t Score
One of the least effective commercials came from OpenAI, the artificial intelligence company behind ChatGPT. In its first-ever ad, a series of pixels formed various scenes before revealing the brand, but it lacked a clear message or emotional appeal. It’s ironic that an AI company, often criticized for its lack of human connection, would produce an ad that felt similarly devoid of emotion.
Another misstep came from Robert Kraft, owner of the New England Patriots, and his foundation No Reason to Hate, which focuses on combatting anti-Semitism.
The commercial featured Tom Brady and Snoop Dogg humorously revealing what they ‘hate’ about each other, with a message about how we’re more alike than different. However, some viewers felt the message was diluted by Snoop Dogg’s past performance at President Trump’s inauguration, which led to mixed reactions.
Humor and Celebrities on Display
This year’s Super Bowl showcased a polarized social and political climate, pushing brands to capture attention without sparking controversy. To strike the right balance, many turned to humor and celebrity appearances to create lighthearted commercials.
Celebrities were everywhere, with stars like Ben Affleck for Dunkin’ Donuts, Eugene Levy for Little Caesars, and Nate Bargatze for DoorDash adding charm and humor to ads. Bud Light stood out, combining Post Malone, Shane Gillis, and Peyton Manning for a fun neighborhood block party vibe that resonated with viewers.
Humor has long been a Super Bowl staple, and when used correctly, it can leave a lasting, positive impact. Brands aimed to navigate this delicate balance, with varying success.
One fumble came from Coffee Mate’s cold foam ad, which featured a man’s tongue experiencing the product. While many found it off-putting, the resulting buzz on social media at least boosted brand awareness.
Super Bowl Commercials: What They Show About the State of Advertising
The current state of advertising combines a blend of old and new methods. While there’s still a place for heartwarming nostalgia, there’s also an increase in ads that push boundaries and tap into the latest trends.
This year’s commercials reveal that the modern advertising world is about more than just selling a product; it’s about creating an experience, a conversation, and an emotional connection.
Advertisements reflect cultural ideas, shifts, and attitudes making the landscape dynamic and ever-changing. Last year, the big technological ads centered around sports betting and crypto while this year they are focused on artificial intelligence like OpenAI and Meta.
As commercial prices rise, brands must create memorable ads that spark social media conversations for a lasting impact. Many release teasers before the game to turn a brief ad into a larger campaign. For example, Pringles released teaser videos featuring celebrities like Adam Brody and Nick Offerman, generating buzz and setting the stage for their full Super Bowl commercial.
As we look ahead to the next Super Bowl, it will be exciting to see how Super Bowl commercials evolve with new technologies like AI, virtual reality, and personalized content. The possibilities for creative marketing are endless.
Redefining Brand Partnerships: Authenticity, Storytelling, and Athlete Influence
Advertising is increasingly focused on organic partnerships that feature unique storytelling, fostering genuine relationships between brands, ambassadors, and their audiences. Gone are the days of simple product graphics—today’s consumers want to feel connected through real stories and shared experiences.
At Athelo Group, we prioritize authenticity in brand partnerships, working with athletes who genuinely use and enjoy the products they endorse. This approach helps brands resonate with their target audiences by showcasing relatable endorsements from figures they admire.
Athletes, too, are expanding their personal brands beyond sports. For example, Dani Speegle’s initiative, Girls Who Eat, empowers young women to view food as fuel rather than an adversary, drawing from her own struggles with insecurities and body image.
Storytelling, authenticity, and positivity are reshaping advertising, and they will continue to influence how brands connect with consumers in the future.