By James FitzPatrick
Contributing Writer
With an anticipated global audience of more than 100 million households expected to watch Sunday’s Super Bowl LIX (59), there is a lot on the line, not just for the Philadelphia Eagles and the Kansas City Chiefs, but also for mega brands like Anheuser Busch and Meta who are buying this year‘s Super Bowl ads.
Back in November, Fox reported that it had already sold out its inventory of 30-second commercial time slots as sponsors flocked to get in front of the game’s massive, highly engaged audience, some of whom will be watching to see the ads as much as the game itself. In terms of ratings, colossal numbers are practically guaranteed, as the Super Bowl dominates available lists of most-watched TV broadcasts ever.
An estimated 123.7 million tuned in to watch the Chiefs overtime win over the 49ers in Super Bowl LVIII last year, according to the rating company Nielsen, when combining CBS, Nickelodeon and Spanish language Univision viewers. Ad sales have already demonstrated expectations for more of the same in 2025.
As Mary Whitfill Roeloffs wrote after last year‘s Super Bowl for Forbes magazine, “Before Sunday’s game, Super Bowls made up eight of the 10 most-watched broadcast programs in history, according to Deadline – the 10th most-watched was President Richard Nixon’s resignation speech broadcast from the Oval Office in 1974 and the most-watched program of all time is the Apollo 11 moon landing, which stands far and above its competitors with 150 million viewers.”
Super Bowl I took place on Jan. 15, 1967 at the Los Angeles Memorial Coliseum, where the NFL champion Green Bay Packers (now the NFC) defeated the AFL champion Kansas City Chiefs (now in the AFC) 35-10.
Because NBC and CBS both had TV broadcast rights (AFL and NFL games respectively), the TV rights were split by both networks. Between CBS and NBC, more than 51 million viewers watched the game on TV. A 30-second ad cost just $42,000 (about $400,000 today) compared to this year’s number, which reportedly topped $8 million.
Being a part of it is a big deal for big brands.
“At Anheuser-Busch we recognize the unique position that our decades of experience with the Super Bowl has granted us,” said Kyle Norrington, chief commercial officer for Anheuser-Busch. “For our brands to be an essential part of the broadcast, the in-game experience in bars and at-home watch parties across the country is a privilege we do not take lightly.
“A cultural moment like the Super Bowl is when we truly show the world that no one can meet the moment like we can,” said Norrington.
With so much on the line, how do brands approach the high-stakes Super Bowl ad game? Forbes magazine said brands are promoting their ads across platforms and releasing previews early.
“(Advertisers) need to maximize exposures to recover the $7 million investment in a 30 second ad has led to most brands teasing the ads and/or pre-releasing them prior to the big game.” The experience is changing for audiences. Come game day, the ads are not the surprise they used to be.
“By releasing their ads early, brands aren’t diluting the excitement; instead, they’re expanding the playground, engaging audiences across multiple platforms, and ensuring that their message resonates far and wide, well beyond the confines of the Super Bowl broadcast,” said Evan Nierman founder and CEO of the crisis communications firm Red Banyan.
Indeed, a long list of ads has already been revealed with clips of them released, especially those featuring celebrities.
Long before the game, we already know that Ben Affleck stars in a Dunkin’ ad alongside Jeremy Strong. Chris Hemsworth and Chris Pratt appear in Meta’s smart glasses commercial. Meg Ryan and Billy Crystal will provide a flashback to “When Harry Met Sally” for Hellmann’s. Issa Rae stars in a TurboTax ad. Tim Robinson and Sam Richardson appear in Totino’s ad with an alien. Kermit and Miss Piggy are featured in Booking.com’s commercial. Gordon Ramsay and Pete Davidson appear in HexClad’s ad. David Beckham stars in a Stella Artois commercial. Martha Stewart and Charli XCX collaborate for Uber Eats. Catherine O’Hara and Willem Dafoe star in Michelob Ultra’s pickleball-themed ad, and Shane Gillis and Post Malone appear for Bud Light.
Nicole Greene, vice president and analyst in the Gartner Marketing, sees some advertising trends emerging this year.
“Nostalgia will play a significant role in this year’s Super Bowl advertising as brands continue to leverage its emotional connection with a wide range of audiences,” said Greene. “Familiar faces, celebrities, retro themes, and iconic music are likely to make appearances, tapping into viewers’ fond memories and creating a sense of comfort and familiarity.”
Buying expensive air time is only part of the Super Bowl commitment for advertisers.
“Fox has already sold 30 second ads for $8 million, a new record. That’s just the cost of the spot of course, not the cost to produce the ad, and therefore this is often a big decision for a company to commit to one of these spots,” said Melinda Roth, visiting associate professor of law at the George Washington University Law School.
Like the players in the game, Super Bowl ads are under pressure to perform, noted Robert Kolt, professor in the Michigan State University Department of Advertising and Public Relations.
“Super Bowl ads have to be unique and memorable and recognizable long after the game,” he told MSU Today. “They have to be high quality in production, and they have to make people laugh.”
To appreciate the potential impact of the Super Bowl commercials, consider the big hits from the past. Look no further. Here are the most viewed Super Bowl ads of all time, ranked by YouTube view. (Of course this does not account for the fact that older videos have been online, and accumulating views, much longer than newer ones, but it does provide a glimpse into what works in Super Bowl advertising).
- Volkswagen – “The Force” (2011)
Views: 68 million
https://www.youtube.com/watch?v=R55e-uHQna0
- Old Spice – “The Man Your Man Could Smell Like” (2010)
Views: 60 million
https://www.youtube.com/watch?v=owGykVbfgUE
- Budweiser – “Brotherhood” (2013)
Views: 55 million
https://www.youtube.com/watch?v=7p_3lITiK_Q
- Snickers – “You’re Not You When You’re Hungry” (2010)
Views: 50 million
https://www.youtube.com/watch?v=18ya0-OZ58s
- Budweiser – “Wassup?” (1999)
Views: 42 million
https://www.youtube.com/watch?v=W16qzZ7J5YQ
- Apple – “1984” (1984)
Views: 40 million
https://www.youtube.com/watch?v=VtvjbmoDx-I
- E*TRADE – “Baby” (2008)
Views: 35 million
https://www.youtube.com/watch?v=Yhfl4mFH1No
- Doritos – “The Best Part” (2011)
Views: 30 million
https://www.youtube.com/watch?v=STb6ZSo5CPw
- Budweiser – “Frogs” (1995)
Views: 25 million
https://www.youtube.com/watch?v=WkavReH4LE0
- Pepsi Max – “Love Hurts” (2011)
Views: 20 million
https://www.youtube.com/watch?v=3snyXTNmFm8
Not all Super Bowl statistics are about yards and first downs. Many measure audiences, dollars and the once humble game’s status as a worldwide marketing juggernaut – the unique American phenomenon known as the Super Bowl commercial.
