Do Super Bowl Ads Still Matter

Takeaway: The answer to the question posed in the title is, YES! And for a secret about how local businesses can advertise during the Super Bowl, read through to the end of the article.

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How would you like your brand to be exposed to an estimated 115 million viewers in one fell swoop, over a 30 second stretch? In order to reach that many eyeballs for Super Bowl LVIII (58), you’ll need to cut a check for a cool seven million dollars.

That’s a lot of lettuce. 

And don’t forget, that seven million doesn’t include production costs, spokesperson fees, or special effects - that massive bundle of Benjamins is just the broadcast fee. 

Is all that time, effort, creative planning, and ultimately - money - worth it? Well, like a lot of things in life, it depends.

For brands and products that target a wide and diverse audience, an on-point Super Bowl ad can make a lot of sense, both financially and strategically. Products with broad consumer appeal, such as popular consumer goods, food and beverages, automotive, and tech gadgets, often find success advertising in the Big Game.

Additionally, brands looking to make a memorable impact, launch new products, or reinforce their market position may find the high visibility of Super Bowl ads worth the price of admission.

However, not every brand or product is suited for the level of exposure a Super Bowl ad will generate - regardless whether the cash can be scrapped together, or not. In 1967, when the first Super Bowl ad was run, a company could likely get away with a misfire. The stakes were so much lower, and in many ways, whatever a brand ran, would be viewed as just another ad. Not anymore. To risk stating the obvious, Super Bowl ads are cultural touchstones, and depending on how interesting the game turns out, might be more talked about!

Here are just a few of the many factors all brands should carefully consider before deciding to pull the trigger.

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• High Cost: It’s a mad stack of cash.

• Scale: If you run an ad, and it’s a hit, is your company in a position to handle the increase in sales and/or interest? Tired, old cliches exist for a reason, and this is no exception, “You only get one chance to make a first impression.” 

• Risk of Controversy: Attempting to create a memorable and attention-grabbing ad can sometimes lead to controversy. If the message is misunderstood or perceived negatively, it can harm the brand's reputation.

• Target Audience Mismatch: The Super Bowl audience is diverse, but it may not align perfectly with the target demographic of every brand. Some products may benefit more from targeted advertising in specific channels.

• One-Time Exposure: Super Bowl ads provide a massive audience, but it's a one-time event. The impact may not be sustained over an extended period, and the brand needs to have other marketing strategies in place for continuous visibility.

• Measuring ROI: Measuring the return on investment for Super Bowl ads can be challenging. It's often hard to attribute sales directly to the ad, making it difficult to determine its actual impact on the brand's success.

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In recent history, the number of Super Bowl ads run during the game falls anywhere from 65 - 80 with an approximate total run time of +/- 50 minutes. According to Nielsen (a well-recognized leader in audience measurement, data and analytics), in 2023, “An estimated 113.06 million viewers tuned in for Super Bowl LVII….The Super Bowl LVII telecast… averaged nearly 112.2 million viewers on FOX. An additional 882,000 watched the Spanish broadcast on FOX Deportes.” Nielsen’s recap went on to state, “Audience estimates for Super Bowl LVII are inclusive of digital (DTVR) and out-of-home (OOH) viewing, and viewing via the Fox Sports app, Fox Now and NFL+.”

— Oregon Brands Can Air During the Super Bowl – 

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For local brands and products that in no way can afford, or justify, a seven million dollar single broadcast 30 second ad buy, there is another way. Did you know that local broadcast affiliates have a certain number of spots reserved to run ads from local/regional businesses at a fraction of the cost? That’s right! Now, don’t get too excited, it’s still going to cost you. But, with planning and a proper strategic and creative team behind you, it is possible. At the Rushlight Agency, a Pacific Northwest marketing agency, we’ve produced commercials and videos for some of our region's most recognized brands, including: the Portland Trail Blazers, Moda Health, and Dell Computers. 

We’re local, we’re experienced and we would love to help your business - even if it isn’t a spot during the Big Game. Give us a shout and let’s create something fun and effective.