Brands are investing heavily in Super Bowl 59 advertising, with commercial spots costing up to $8 million. Despite the steep price, industry experts argue that the exposure and engagement justify the expense. The game is set to air on Fox and its streaming service Tubi, drawing what is expected to be the largest live television audience of the year.
With over 123 million viewers tuning in last year, advertisers recognize the unique opportunity the Super Bowl presents. Amy Leifer, chief advertising sales officer at DirecTV, highlights the game’s unmatched reach, emphasizing the difficulty of finding a single event that attracts such a massive audience in today’s fragmented media landscape.
Although brands are increasingly investing in digital advertising, traditional television still plays a significant role, particularly when it comes to live events. The Super Bowl stands out as one of the most effective advertising platforms, with research from EDO showing it is 224% more impactful than average primetime programming.
The high level of engagement continues even after the commercials air. When a brand introduces a new product during the Super Bowl, consumer interaction remains strong in the following days. Recent examples include Kia’s EV6 launch in 2022 and Popeye’s new wings promotion in 2024, both of which saw a sustained increase in online searches and app activity.
While national Super Bowl ads command top dollar, even regional advertisers see significant benefits. Hyperlocal streaming platform Zeam experienced millions of app downloads after running an ad featuring actor John Stamos last year and is set to air another commercial this year.
Strategic ad placement within the game can also impact effectiveness. Andre Banks, CEO of NewWorld, notes that aligning commercials with peak audience engagement times is crucial. Many viewers, for instance, tune in specifically for the halftime show—this year headlined by Kendrick Lamar—before shifting their focus elsewhere.
Social media plays an increasingly important role in maximizing ad impact. With millions of viewers engaging on digital platforms during the game, brands have an opportunity to optimize second-screen interactions, ensuring their message extends beyond television.
Despite the rapid growth of digital ad spending, the Super Bowl remains a rare platform where brands can reach a massive, captive audience. While some argue that its dominance may not last forever, for now, it continues to be a key moment in advertising strategy.
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