Why Brands Spend Millions on Super Bowl Ads—Is It Worth It?

Why Brands Spend Millions on Super Bowl Ads—Is It Worth It?

[Source - Fortune]

The Super Bowl ads, phew! Yes, we’re here to highlight them. As we all are quite aware, Budweiser is killing it by donning the hat of Super Bowl’s best commercial straight for the ninth time. Their commercial on “first delivery” won hearts by featuring a colt’s trajectory to deliver a Budweiser keg. The cult classic song of the Bellamy brothers ‘Let Your Love Flow’ blends perfectly with the ongoing story. The visuals & the lyrics of the song are perfectly placed depicting the young horse’s commitment to deliver the single keg that fell from the delivery vehicle. Publishing the ad in a spot like the eminent sports event ‘The Super Bowl’ is in itself an inspiring move.

Why Are Brands Willing to Pay Millions?

[Source - The Financial Express]

It is forecasted that the viewership of the Super Bowl LVII in 2025 is 128 million. To get a 15-second ad slot in such a humongous viewership event is in itself an achievement. Albeit, brands achieve the same, the buzz post the event is the key. This annual event is eagerly awaited by the individuals associated with it & the preparations begin well in advance. It is not only a sport, it is a way to de-stress for the audience, to express for the players, & an emotion for each one. Also, let’s find out more on the huge investment numbers that brands invest:

A. Striking the right chord

One of the most impactful Super Bowl ads is ‘The Little Farmer’ ad. It perfectly blends with the human emotion of nurturing & caring. The ad highlighted the initiative of Lays to grow potatoes in home farms, extending their support towards home farming initiatives. The tone of the commercial is exceptionally captured & shot just perfectly. The subtle theme of the girl's aim to grow a potato tree by placing the dropped potato during transit is what makes it heartwarming.

B. Humor does its job

Americans are big fans of humor, undoubtedly. No need to explain that, do we? The audiences & viewers are in search of a good laugh in between the games. As per studies, laughter is also said to improve your short-term memory. This scientific theory is very well known by brands & they utilize it just right in order to gain the attention & reach they need. The ‘Ritz Salty Club’ ad is a perfect example of humor that is enough to chuckle out a person.

C. Celebs? Nope. Storytelling

Super bowl ads are one of the most awaited ones for the whole year. You cannot disappoint the viewers by only using celebs each time for inspirational content or social messaging via ads. A brand can always craft an intrinsic tale that will keep the audience hooked at first, & then will want to watch it quite a few times as they can’t remove it from their psyche. Target the psyche of the viewers to create an impact. Humans have several emotions, scrutinize which emotion works & be out there on the big screen.

Why do consumers pay extra attention to these ads?

[Source - Medium]

Ambient advertising is what consumers are more than ready for. Several components like emotional or humoristic storytelling, celebrity endorsements, etc leave a mark on the audiences' minds by seeing them again & again. The audiences who have come by paying the ticket price, expect games with entertainment via ads, as the tradition says. So, it inevitably becomes the very duty of the brands to give them a “worth it” ad. Whether the use of celebs, stories, or adopting ambient advertising is a big decision by the brand. Here is more to it:

1. The Event’s Prestige and Massive Viewership

The Super Bowl is one of the most-watched television events in the U.S., attracting over 100 million viewers annually. The sheer scale of the audience makes these ads a prime opportunity for brands to showcase their best work. Unlike standard TV commercials that may be ignored or skipped, Super Bowl ads are part of the event experience, with audiences actively looking forward to them.

2. High Production Value and Creativity

Super Bowl ads are not just commercials; they are high-budget productions featuring A-list celebrities, special effects, and innovative storytelling. Since companies spend millions for a 30-second spot, they go the extra mile to make their ads entertaining, humorous, or emotionally engaging. This level of creativity makes the commercials feel like mini-movies rather than simple advertisements, keeping viewers engaged.

3. Social and Cultural Relevance

Super Bowl ads often reflect current trends, social movements, or cultural moments, making them highly relevant to audiences. Whether it’s a nostalgic reference, a powerful message, or a comedic take on a popular topic, these ads tap into collective emotions and conversations. Viewers pay close attention because they know these commercials will be discussed online, in the media, and among friends.

Brands That Nailed It

There are quite a few brands that have been successful in the Super Bowl ads. Here is a list of some of them:

Amazon

Doritos

Coca-Cola

Apple

Volkswagen

Pepsi

Toyota

Ford

General Motors

Audi

When Super Bowl Ads Fail?

[Source - Fast Company]

Audiences at the super bowl game do not want to be bored, isn’t it? Everyone desires to witness the best ads of the year on the bog screen. When the ads aren’t of that stature, the disappointment kicks in making a tremendous impact on the brand image. The people & brands behind these ads want to of course make impactful ads for people to remember, but it doesn’t happen each time. There are quite a few fumbles that take place in the ads which don’t go unnoticed by the audiences.

According to Vox, the National Football League (NFL) has the trademarks for “Super Sunday” including all of the teams' names, logos, & uniforms. Since 1969, brands have had to shell out money like water to be able to show their ad in the Super Bowl league. It isn’t possible for brands every time & some also do not possess the need to do so.

Some brands that failed at Super Bowl ads are:

a. Snickers

b. Nationwide

c. General Motors (This one is also in the above list, but yes, the brands that “nail it”

can also fail at times.)

d. Nationwide Insurance

e. Just For Feet (Sneakers Company.)

Conclusion

Undoubtedly, the National Football League’s Super Bowl ads offer an unmatched reach to brands, but at the end of the day, it all depends on the ability of the brand. It depends on the people’s intellect behind the brand to capture the audience’s attention. All that advertisers & brands can do is research the audience preferences, likes & dislikes combined with trends on social media & their own brand’s statement. Amalgamate all these elements together to create an impeccable ad that is worthy of going on the big screen.

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