The Super Bowl Ad Phenomenon
Learn about the evolution of Super Bowl commercial popularity and discover effective strategies for reaching your target audience.
Why are Super Bowl ads so popular?
How to get your brand in front of the right audience
Super Bowl LIX is around the corner, but we’re not just watching for the action of the game— we’re also there for the commercials. And we’re not alone in that regard— in 2023, three in four viewers said they were somewhat excited about the ads. The commercials that air during the Super Bowl are a phenomenon on their own, due to the extremely high viewership the event has every year. In 2024, Super Bowl LVIII saw an estimated 123.7 million viewers, with 59 ads playing during the television broadcast.
Most recently, 30-second ads during the Super Bowl cost $7 million, a hefty price for some businesses and brands to pay. We see the same companies advertising year after year— Coca-Cola, Progressive, Tide, and Budweiser, to name a few. Super Bowl LIX is on February 9, 2025, and just one week after Halloween FOX sold all the ad slots for the game. Three months ahead of time, this was one of the earliest sellouts in the last 10 years.
As we gear up to watch the Super Bowl in a few weeks, we’re diving into the history of Super Bowl ads, taking a look at how they started, why they’re so popular, and how it’s important to get your brand in front of the right audience, not just the biggest one.
The history of Super Bowl ads
The first complaint about Super Bowl commercials occurred in 1968 in regards to Super Bowl II, when a TIME Magazine critic wrote that they got in the way of the football game. (For context, at this time the price of one ad was $150,000 per minute.) It was only the second Super Bowl, and the commercials already started to stir up conversation separate from the game.
In 1986, NBC honored the love for the whole Super Bowl— from the game to the commercials to the halftime show— with a moment of silence during Super Bowl XX so viewers could walk away from the screen to get snacks or have a bathroom break without missing anything. By this time, the marriage between American football and television advertising was strong. Just two years prior, Apple aired its “1984” commercial, which introduced the American public to the Macintosh personal computer, revolutionizing the way people interact with technology forever.
Today, if you talk to almost anyone about the Super Bowl, they can recall at least one iconic commercial that debuted during a game. Whether it’s Snickers’ “Betty White” ad from 2010 or Budweiser’s “Singing Frogs” from 1995, ads are a staple of what makes the Super Bowl great.
Why are Super Bowl ads so popular?
While a 30-second spot during the Super Bowl comes with a high price tag, it’s all about value; companies eagerly compete for these coveted slots. It’s a unique combination of massive reach, engaged viewers, and cultural impact that creates unparalleled advertising opportunities while simultaneously providing entertainment value for viewers who might not otherwise care about the game itself. Advertisers are buying more than just 30 seconds— the potential of press that comes along with a popular or innovative ad spans far beyond the TV screen.
From the advertisers’ standpoint, this event gets their ads in front of the largest audience possible. This range also makes the audience extremely diverse, so ads are more likely to reach the target market. It’s also an opportunity for high engagement. During a regular televised event’s commercial break, people might be more focused on scrolling through their phones or grabbing a snack, but during the Super Bowl, people know the commercials are a “must watch.” Super Bowl advertising powerfully builds brand awareness— when consumers later need a product or service, they may remember and choose brands they saw during the game.
It’s clear why these campaigns are beneficial to advertisers, but what about consumers? Why did these commercials become an experience on their own?
- The Super Bowl is a widely discussed topic, but not everyone is interested in football. The commercials are a way for more people to connect about a shared experience.
- Advertisers want these expensive ads to stand out, so they often go over-the-top to create an interesting final product that appeals to consumers.
- It is consumers’ first time seeing the ad, making every one fresh to their eyes. They aren’t tired after seeing the same ad every time they turn on the TV.
- The ads play on different emotions to build relationships with consumers.
Super Bowl ads have many benefits for businesses, especially when they have a high marketing budget, but they aren’t the best marketing options for all businesses. Getting in front of a large audience may help you find members of your target audience, but there are also more tailored methods to connect with those who could most benefit from your offerings.
How to get your brand in front of the right audience
In today’s crowded digital landscape, reaching your target audience isn’t about shouting the loudest— it’s about speaking directly to the right people with a message that resonates. While a massive audience might seem appealing, success often comes from connecting with those most likely to engage with your brand. The key is identifying where your ideal customers spend their time and crafting messages that resonate with their specific needs and interests.
1. Understand and identify your target audience, and meet them where they are.
If you’re looking to connect with Gen Z and Millennial audiences, you shouldn’t place an ad in the local newspaper— close to 60% of Gen Zers say that they never read newspapers. Instead, consider creating a targeted ad to display on their favorite social media platforms. Three out of four people in Gen Z say they’re open to seeing ads in their social media feed, compared to 28% that say they’re receptive to cable ads and 20% that are open to broadcast TV advertising.
2. Create marketing content tailored to your audience.
Construct a campaign incorporating relevant themes that will connect and resonate with your audience based on their demographics and psychographics. You likely already have a brand voice, but tailoring your tone and messaging will help you better reach and engage your audience.
3. Focus on building a community rather than just broadcasting.
How can you tailor your marketing content to encourage audience interaction as opposed to yelling into the void? Revise your content to be customer-centric and create opportunities for personalized interactions with consumers. Ask your customers for their opinions in social media posts, supply your audience with relevant and usable resources, and invite people to share their own experiences and stories. By fostering two-way conversations and making your audience feel heard and valued, you’ll build an engaged community that’s invested in your brand’s success.
4. Provide solutions for your audience’s pain points.
Develop content and messaging that directly addresses the challenges and needs of your target demographic. Don’t just tell them what your offering is, expand on why it can help them solve their problem or achieve their goals
While Super Bowl commercials represent the pinnacle of mass-market advertising in the United States, they also highlight an important marketing truth: reaching the right audience matters more than reaching the biggest one. The most effective marketing strategies focus on understanding your specific audience, crafting tailored messages that resonate with their needs, and meeting them where they already are. Success in marketing isn't measured by how many people see your message, but by how many of the right people take action because of it. That said, we can’t wait to see which commercials take center stage at Super Bowl LIX.