Score Big and Save $7 Million on Super Bowl Ad

In 2024, more than 123 million viewers watched as the Kansas City Chiefs claimed victory over the San Francisco 49ers, making it an unforgettable showdown. This wasn’t just the most-watched Super Bowl ever -- it became the most-viewed TV program of all time.

Brands with innovative or memorable campaigns can spark significant word-of-mouth buzz. On top of that, creating “the” ad of the season often brings in industry awards and accolades.

But for smaller brands or agencies with tighter budgets, the dream of reaching over 100 million viewers with a single ad remains out of reach. After all, a 30-second spot comes with a staggering price tag of over $7 million.

And it’s not just the airtime -- producing the ad requires substantial investment, often involving big-name celebrities to make the creative stand out. For instance, Zendaya brought charm to Squarespace’s ad, and Serena Williams served double duty starring in two ads -- one for Michelob Ultra and another for Remy Martin.

The Super Bowl Ads: What to Expect

You don’t need to scour pre-releases to predict what’s coming -- Superbowl ads thrive on tradition, and history loves to repeat itself.

If you’re crafting your Super Bowl Commercials Bingo Card, here’s what’s bound to score you a win:

1. Inspirational messaging around purpose and values
2. Celebrities (used brilliantly)
3. Celebrities (awkwardly shoehorned in)
4. Anthropomorphic animals stealing the show
5. Silly people doing silly dances
6. Ads that are unusual, surreal, or downright bizarre (reason optional)
7. Production values that rival Hollywood summer blockbusters

The Big Question: Do Super Bowl Ads Really Work?

The answer isn’t as straightforward as the hype suggests. After airing a Super Bowl ad, brands typically enjoy a 22% boost in word-of-mouth during the following week, compared to 16% in the next month.

While the buzz online skyrockets during and immediately after the game, it’s often fleeting, lasting just a few days. The bigger question lies in long-term impact: the ROI and sustained sales effect of these multimillion-dollar spots remain up for debate.

Super Bowl ads deliver unforgettable moments -- but are they the game-winning strategy for every brand? That depends on how you play it.

No Super Bowl Ad? No Problem: Marketing Tactics to Ride the Big Game Wave

You don’t need to shell out millions for a 30-second Super Bowl ad to benefit from the excitement and massive viewership the event generates. By cleverly tying your brand to the big game, you can capitalize on its popularity without breaking the bank.

Here are some smart ways to leverage Super Bowl fever -- no commercial required:

1. Ride Your Competitors’ Coattails

After Super Bowl ads air, brands see a surge in online activity, from social media chatter to searches and media impressions. If a competitor is advertising during the game, piggyback on their momentum:

• Post-game ads: Place targeted ads near mentions of their Super Bowl commercial, showcasing your brand's advantages.
• Contextual ads: Run campaigns on related articles, blogs, or videos to capture the audience already engaging with the Super Bowl buzz.

2. Pre-Game Promotions: Deals & Discounts

Super Bowl Sunday is a major shopping day, with millions prepping for parties and food spreads. In 2024, Americans spent a record $17.3 billion on game-day essentials, averaging $86.04 per person.

• Food & beverage deals:If you’re in grocery or food delivery, offer discounts on party staples like snacks, pizza, or wings to capture pre-game sales.
• Tech & entertainment promotions: If you sell TVs, sound systems, or streaming devices, focus on customers wanting to host the ultimate game-day experience.

3. Create a Memorable Fan Experience

The Super Bowl is more than a game -- it’s a cultural phenomenon. Brands can make a big splash by creating unique experiences tied to game-day themes.

Skip traditional video formats and offer something innovative, like a gamified ad experience or shoppable content. Add interactive polls, quizzes, or augmented reality (AR) elements to keep viewers engaged and entertained. For example, fans could vote for their favorite Super Bowl moment within your ad or use AR filters to share branded game-day selfies on social media. These engaging formats not only capture attention but also drive higher brand recall and participation.

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Posted at MediaVillage through the Thought Leadership self-publishing platform.

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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.