Advertising on the Big Stage
Super Bowl LVII's Brand Showdown.
Advertising on the Big Stage: Super Bowl LVII's Brand Showdown
On February 11, 2024, football fans will come together for the biggest sporting event of the year: Super Bowl LVII. Millions of Americans will tune in to witness the showdown between the San Francisco 49ers and the Kansas City Chiefs as they vie for the prestigious Lombardi Trophy. However, the excitement extends beyond the game itself, as brands prepare to compete for the most coveted and expensive advertising spots in the country. In fact, a recent study by tech startup Advocado found that 42% of those surveyed tune in for the advertisements rather than the game.
The Cost of Super Bowl Ads
The evolution of Super Bowl ad costs is nothing short of staggering. In 1967, during the first Super Bowl, a 30-second commercial spot cost advertisers $37,500. Fast forward to last year, and the price for the same amount of time skyrocketed to an average of seven million dollars during Super Bowl LVI. Some brands went all out, spending between $10 million and $15 million when including production costs. While many brands played it safe last year with catchy music and nostalgic references, some missed the mark (remember the "Ma & Ya's" commercial?), creating entertaining but disconnected commercials or featuring celebrity cameos that didn't quite gel. Then there was the standout ad from The Farmer’s Dog that left pet lovers reaching for a tissue.
Returning and Newcomer Brands
The lineup of this year's advertisers continues to unfold. According to ABCNews.com, we can expect newcomers like Drumstick, Kawasaki, PepsiCo's Starry, Popeyes, and NYX Professional Makeup to make their Super Bowl debut. Meanwhile, returning favorites include Pringles, e.l.f. Cosmetics, Old Spice, Doritos, DoorDash, Paramount+, FanDuel, Reese's, Intuit's TurboTax, Squarespace, Oreo, Mars' M&M's, Nerds, Hellmann's Mayonnaise, Opendoor, Coors Light, BMW, and BetMGM.
Analyzing Super Bowl Commercials
As you tune into the Super Bowl, watch with a critical eye to see how major brands invest heavily in their messaging. Beyond the high production values, star-studded appearances, and witty scripts, consider what these brands are choosing to communicate to a vast audience. What messages will they convey through their high-stakes, big-budget advertisements?
One standout example this year comes from Dove Beauty Brand. AdWeek reports that this spot will lead the charge with a 30-second commercial in the first quarter of the game. Dove's commercial focuses on boosting the self-esteem of young girls, promoting body confidence to encourage them to continue pursuing sports they love. It's a powerful message that uses advertising dollars to uplift people, amplify voices that deserve to be heard, and inspire positive change in the world.
As we eagerly await Super Bowl LVII and the accompanying commercials, let's hope that more brands follow Dove's example, using their advertising platforms not just to sell products but to make a meaningful difference in people's lives and inspire a better world.