Let’s be honest—there’s something magical about Super Bowl Sunday. Sure, the game is exciting, and the halftime show is a vibe (Kendrick Lamar headlining this year? Yes, please). But for millions of people, the real MVPs are the ads. Whether it’s a laugh-out-loud moment or a tear-jerker, those 30-second spots have become the event within the event.
This year, brands are shelling out a cool $7 million for just half a minute of airtime. Crazy, right? But here’s the thing: for the companies willing to play ball, it’s not just about the price tag. It’s about the reach, the culture, and the opportunity to create something unforgettable. Let’s break down why Super Bowl ads work so well, how they’re evolving, and what every brand—big or small—can take from this iconic marketing showcase.
The Super Bowl: Where ads become part of the culture
Think about it. When else do you watch ads on purpose? The Super Bowl isn’t just the biggest sporting event of the year; it’s also the biggest stage for advertising. With more than 115 million viewers tuning in last year, it’s a once-a-year chance to capture a huge, engaged audience.
But it’s not just about eyeballs—it’s about impact. Super Bowl ads aren’t regular commercials; they’re cultural moments. People talk about them, tweet about them, and share them online for days (or even weeks) after the game. Brands that get it right can create something bigger than an ad—they can create a memory.
Why brands bet big on the big game
So, why are companies like Skechers and Jeep coming back to the Super Bowl year after year? And why is Instacart, a first-timer, diving in for 2025? Because the ROI isn’t just about sales; it’s about presence.
- The audience is unmatched: You’re not just reaching millions of people; you’re reaching millions of people who are paying attention. That kind of engagement is rare in today’s skip-this-ad, scroll-past-it world.
- It’s a credibility booster: If your brand shows up during the Super Bowl, it says something. It says, “We’re big. We’re bold. And we’re here to make an impression.”
- The ripple effect is real: Super Bowl ads don’t stop working when the game ends. They get shared, dissected, and remembered, turning 30 seconds into weeks of buzz.
How Super Bowl ads are evolving
Here’s where it gets interesting: Super Bowl ads aren’t just sticking to the same old formula. Brands are experimenting, mixing tried-and-true tactics (hello, celebrity cameos) with new approaches like AI-driven creativity.
It’ll be interesting this year to see how brands balance innovation with familiarity. Sure, AI is cool, but nothing tugs on the heartstrings quite like a well-told story. That’s why ads with humor, heart, or a clever twist still reign supreme. And let’s not forget the multi-channel magic—these campaigns don’t just live on TV anymore. They’re teasers on Instagram, hashtags on Twitter, and memes on TikTok.
What your brand can learn from Super Bowl ads
Now, you might be thinking, “That’s great, but my marketing budget is… not $7 million.” Totally fair. But here’s the good news: you don’t need a Super Bowl-sized wallet to learn from these strategies. Here’s how you can take a slice of that big-game energy for your own brand:
1. Tell a story people care about
Super Bowl ads are memorable because they make you feel something. Whether it’s to laugh, feel nostalgia, or be inspired, they connect on an emotional level. Think about the story your brand is telling—does it resonate?
2. Meet your audience where they are
Sure, Super Bowl ads hit everyone at once, but their success often lies in the follow-up. Brands extend the conversation to social media, email, and beyond. You can do the same by making your campaigns multi-channel and meeting your audience on platforms they love.
3. Take risks (but stay true to your brand)
Super Bowl ads are bold by nature—they have to be. But the best ones don’t just stand out; they stay true to the brand’s identity. Whatever your budget, don’t be afraid to take risks that align with your values and vision.
Why Super Bowl ads are worth every penny
Yes, $7 million is a lot for 30 seconds. But for the brands that make it to the big game, the investment often pays off in a big way. Jeep, Skechers, and Instacart aren’t just throwing money at the Super Bowl—they’re making a statement. They’re saying, “We belong here. And we’ve got something to say.”
And that’s what every brand should strive for, whether you’re running a national campaign or promoting your side hustle. Show up boldly. Tell your story. And connect with your audience in a way they’ll remember.
The Super Bowl mindset for every brand
The Super Bowl isn’t just a football game or an ad showcase—it’s a reminder of what a great marketing strategy can do. It can entertain, inspire, and stick with people long after the final whistle.
So, even if your budget is closer to $7 than $7 million, take a cue from the big players:
- Be bold in your storytelling.
- Invest in connections, not just impressions.
- Create moments that matter.
Because at the end of the day, great marketing isn’t about how much you spend—it’s about how much you connect. And that’s a lesson every brand, big or small, can take straight to the end zone.
FAQ’s
1. How can aligning brand values with customer values enhance consumer loyalty?
This helps align your brand’s values with those of your customers, and thus, it leads to more loyalty. The customers are more likely to get involved and stay connected if they see their beliefs in your brand.
2. What are effective digital marketing strategies for startups to boost online visibility?
Startups can create their online presence through the creation of a recognizable brand, investing in SEO, leveraging social media to create brand awareness, and creating content that is of value to their target audience.
3. Why is it important for a brand to have a consistent identity across all channels?
This means that a consistent brand identity across all platforms creates recognition and trust. It means that the customer gets the same message and feels the same experience, which embeds the brand in their minds.