In this article, advertisers spent up to $8 million for a spot during Super Bowl 59. Ad industry executives believe the price tag is justified and see it as a good return on investment.
The NFL’s championship game between the Philadelphia Eagles and Kansas City Chiefs will be broadcast this year on Fox Corp.’s network and Tubi, Fox’s free streaming service. It is expected to attract the largest live television audience of the year.
Amy Leifer, DirecTV’s chief advertising sales officer, emphasized the impact of reaching 100 million viewers simultaneously during the Super Bowl. Despite the shift towards digital advertising, traditional TV is still considered the most effective due to its ability to reach large audiences at once.
Last year, over 123 million viewers watched the Super Bowl, generating an estimated $550 million in ad revenue for in-game placements in 2024. Media companies with rights to live sports, news, and other live events continue to attract a significant share of advertising dollars.
While the ad market for traditional TV has slowed down, networks and streamers offering sports content are expected to perform better than those without such programming. The Super Bowl remains a highly effective platform for advertisers, outperforming average primetime programming by a significant margin.
EDO, an advertising data company, compared the audience engagement during the Super Bowl to hundreds of spots during primetime programming. The effectiveness of Super Bowl ads is evident in the continued engagement with brands even after the event.
Localized ads shown during the Super Bowl also experience a boost in engagement. For example, Zeam, a hyperlocal streaming platform, saw a significant increase in downloads following a commercial featuring actor John Stamos.
The timing and placement of commercials during the game can impact their effectiveness. Aligning ads with the audience’s peak engagement moments is crucial for driving high-impact results.
Social media plays a significant role during the Super Bowl, offering opportunities for brands to engage with viewers on multiple platforms simultaneously. Ad spending on tech and social media platforms surpasses traditional TV, reflecting the evolving landscape of advertising.
Some experts suggest that the focus on Super Bowl advertising and traditional TV effectiveness may be shifting. While traditional TV still offers a large captive audience, the evolving advertising landscape requires brands to adapt to new platforms and strategies for optimal engagement.
