With Wild Card Weekend wrapped up, we’re less than four weeks away from the Big Game, meaning Pavone Group’s national Super Bowl commercial poll, SpotBowl (now in its 22nd year), is fully underway.
For the third consecutive year, the typical 30-second commercial during the Super Bowl costs a staggering $7 million. Despite this high price tag, FOX managed to sell out all its ad slots months in advance. And it’s no surprise—last year’s Super Bowl drew more than 120 million viewers, making it the most-watched in history.
But that leads to an important question: Is forking over millions for a Super Bowl ad really worth it?
THE LONG-LASTING IMPACT: BEYOND THE 30-SECOND SPOT
Paying $7 million for a 30-second Super Bowl commercial may seem like a steep investment, but the return is hard to ignore. With over 120 million viewers tuning in last year, the Super Bowl offers a level of exposure that no other event can match on a yearly basis. It’s not just about the momentary attention; it’s about the lasting impact.
Super Bowl ads generate buzz for weeks before and after the game, with brands riding the wave of social media discussions, viral moments, and media coverage. Plus, the emotional connection forged with viewers is invaluable—many consumers remember Super Bowl ads long after the game ends, translating into stronger brand loyalty and higher consumer engagement.
When you break down the numbers, the cost-per-impression is remarkably low, especially when compared to other forms of advertising that lack the same mass appeal and cultural significance.
SEASONED VETERANS
Super Bowl ads are an investment that continues to pay off, which is why many brands keep coming back year after year. This year, several food and beverage giants are returning to the big game, including Budweiser, Doritos, Pringles, Hellmann’s, Mountain Dew, Reese’s, Nerds, and Coors Light.
Some of these are legacy brands that have long recognized the value of Super Bowl advertising, while others are only in their second year, already reaping the rewards of their initial investment into the game. Whether it’s building brand recognition, creating viral moments, or strengthening consumer loyalty, these companies know that Super Bowl ads deliver long-term benefits—and they did not hesitate to invest again.
ROOKIES MAKING THEIR DEBUT
While legacy brands have long recognized the value of Super Bowl advertising, the high price tag hasn’t deterred newcomers from jumping on the bandwagon. This year, companies like Häagen-Dazs, Totino’s Pizza Rolls, Ritz Crackers, Instacart, and Coffee Mate are making their Super Bowl debuts, eager to take advantage of the unique exposure the big game offers.
These brands understand that the investment is more than just a commercial—it’s an opportunity to gain massive visibility, connect with millions of viewers in a meaningful way, and elevate their brand in a highly competitive market.
QUENCH’S TAKE
Unlike any other TV event, viewers are paying close attention to the commercials. The combination of the large audience and the laser focus on the commercials make a Super Bowl ad a good investment – if you can afford it.
It’s too late to secure a spot for this year’s Super Bowl, but now is the time to consider investing in next year’s Big Game.
So, what’s the secret to making a good Super Bowl commercial? That’s the $7 million question.
You have to tell a story and you have to make an emotional connection with viewers. More importantly, you have to make your brand or product a part of that story. If people remember the celebrity in your ad or the punchline but they don’t remember the brand behind the ad, that’s a big missed opportunity.
