Brands are ready to splurge $7 million for a mere 30-second commercial during the Super Bowl highlights reflecting the game’s cultural phenomenon, its value, and potential return. They believe the exposure and impact of a well-crafted Super Bowl commercial can justify their humongous expenditure.
During Super Bowl highlights, brands have an unparalleled opportunity to reach out to new audiences. NFL’s annual league championship game is watched by 70 percent of American households, broadcasted globally to 130 countries in more than 30 languages – reaching more than 200 million viewers.
Experts believe purchasing a 2024 Super Bowl LVIII spot is one of the largest investments a brand can make; the media buy alone is around 5.4 million for thirty seconds. Moreover, Super Bowl ads are one of the few forms of advertisements that consumers report actively looking forward to seeing and discussing. Super Bowl commercials are all about creativity, advertising, and tonality in messaging. It features ad agencies’ best and most creative work.
Derek Rucker, a marketing expert, said Super Bowl ads are their own cultural experience that, for at least a short period, fuels engagement and conversation with others and makes the audience feel part of the party. “Super Bowl ads provide a level playing field. We can all laugh at ads that surprise us with the surprise appearance of a celebrity with a clever quip. We can all scratch our heads when we see an ad that doesn’t make sense. And when a brand really blows it – which happens from time to time – we can all point out how we could have done a better job. In short, while we can’t all be winners when it comes to having a team in the Super Bowl, we can all have something to say about the Super Bowl ads!”
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In regards to the hefty price that brands have to pay for a spot, Rucker explained the cost draws people’s attention to the event. “It also leads to discussions and conversations of how one might have done a lot better with the same money! The cost reflects the fact that the Super Bowl reaches a massive audience, often over 90 million people, that wants to watch the ads!”
What About Celebrities Performing at the Super Bowl?
Celebrities are also drawn to the Super Bowl like flies to honey. Over the years, the world has seen Shakira, Jennifer Lopez, Bruno Mars, Lady Gaga and most recently, Rihanna performing. Are celebrities paid to perform? They are not – they don’t get paid.
Brian McCarthy, the NFL’s vice president of communications, said the NFL covers all costs associated with the show and does pay the performers’ union scale. “There is not an appearance fee, but the artists are indeed paid union scale.” Lou Taylor, a veteran business manager, said the NFL allows a production budget. “It’s rarely enough to satisfy what the actual production costs are. However, usually, the label will step in and provide the shortfall.”
Celebrities performing at the Super Bowl get exposure to a huge audience. The performances can leverage the artists’ nominations for awards like the Emmys. The Super Bowl is one of the biggest stages in the world that attracts brands and celebrities alike.
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