Super Bowl ad prices have once again shattered records, now surpassing $8 million for just 30 seconds of airtime. If you thought last year’s $7 million price tag was steep, brace yourself—brands are now paying more than ever to flash their logos between touchdowns.
The Money Play
The Super Bowl remains the undisputed king of American television, drawing 123.4 million viewers last year, the highest-ever for a U.S. broadcast. In an era where streaming and social media have splintered audiences, the Big Game remains the one event guaranteed to put ads in front of millions at the same time. Naturally, this exclusivity means prices will only keep climbing.
Who’s Spending Big?
Fox is making a fortune off the February 9th matchup between the Kansas City Chiefs, aiming for a three-peat, and the Philadelphia Eagles. While exact figures remain under wraps, Bloomberg reports that some brands likely shelled out far more than the $8 million average to secure prime placements or extended airtime.
Major spenders include Uber Eats, Bud Light, and MSC Cruises, all of whom have secured 60-second spots, meaning their marketing budgets are essentially bottomless.
What’s Airing This Year?
After 2022’s “Crypto Bowl” flooded the Super Bowl with blockchain hype, this year’s theme appears to be artificial intelligence. Fox Sports EVP of Sales Mark Evans hinted that AI will be a dominant force in this year’s ad lineup, likely making it tech’s big mainstream moment. Expect plenty of celebrity appearances, including Matthew McConaughey, Chris Pratt, and Meg Ryan, as brands lean into humor and nostalgia to justify their multimillion-dollar investments.
Meanwhile, GoDaddy returns after an eight-year absence, signaling that even past advertisers are willing to pay top dollar for a slice of Super Bowl attention.
With Kendrick Lamar headlining the halftime show and cameras poised to catch every glimpse of Taylor Swift in the stands, the spectacle extends far beyond the field. If the New Orleans Caesars Superdome really wanted to lean into the moment, they might as well roll out a red carpet.
Ben Affleck, Casey Affleck and Jeremy Strong in another Dunkings take
Hellman’s features Billy Crystal and Meg Ryan reprising When Harry Met Sally’s iconic Katz Delicatessen scene with a dash of Sydney Sweeney.
Michelob Ultra features Willem Dafoe and Catherine O’Hara
Instacart recruited all the mascots
Hims & Hers criticize “the system” promoting obesity in America
Matthew McConaughey turns into Bears coach Mike Ditka for Uber Eats.
Doritos features Chiefs stars Patrick Mahomes, Chris Jones, Creed Humphrey and Xavier Worthy purportedly choosing the brand’s Super Bowl 59 commercial.
Coors Light features Timothy Simons
Squarespace ad features actor Barry Keoghan (and a donkey)
Post Malone promotes Bud Light
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