Super Bowl LVII will take place in Glendale, Arizona, at State Farm Stadium between the Kansas City Chiefs and the Philadelphia Eagles this Sunday, February 12th. After an extremely emotional, and roller-coaster of a year for our Buffalo Bills, we are once again sad that we will not get to see them play in the Big Game on Sunday (there’s always next year, right?)
However, we are looking forward to a great game, delicious food, the halftime show, and of course, tuning in for the ads. Every year, the stakes for advertisers get even higher, as the cost of spots in the Super Bowl has increasingly been more expensive over the past decade. According to Statistica:
- From 2017 – 2021, a 30-second advertisement cost an average of $5.4 to $5.5 million
- In 2022, a 30-second advertisement cost an average of $6.5 million
- In 2023, a 30-second spot runs costs an average of $7 million this year
Abbey Mecca’s media director, Melissa Keith, can tell you exactly how many ads to expect during the game (not counting pre-game programming) and the reported cost of the spots if you are interested.
Nowadays, it’s simply not enough to wait for kick-off to release your advertisement. As social media impact continues to grow, advertisers have started pre-releasing Super Bowl commercials online before they appear on live television. The social media landscape is competitive, and advertisers have to be very strategic with how they plan on releasing teasers for their ads. Many big brands follow a similar footprint when it comes to the roll-out of their ad spots. This typically goes as follows:
- Announce they will have a Super Bowl ads spot
- Announce which celebrity they will be featuring in their commercial
- Release their teasers to online platforms and social media
If the ad spot is compelling and catches social users’ attention, brands can benefit greatly, and generate plenty of buzz before the big game even takes place. For instance, Bud Light’s 2023 Super Bowl spot with Miles and Keleigh Teller was featured on Tik Tok and recorded 1.5 million views in just one day.
FanDuel’s live Super Bowl ad with Rob Gronkowski is also catching huge social buzz. Social media marketing agency, Share Creative, found that FanDuel’s effort with Gronk accounts for the largest social conversation about ads for the upcoming game. The ad features Gronkowski attempting to kick a 25-yard field goal from the offensive end. If he makes it, FanDuel patrons who placed a bet on the game will split a $10 million jackpot.
Other brands generating buzz on social media for their Super Bowl teasers include, PopCorners’ collaboration with Breaking Bad duo Bryan Cranston (Walter White) and Aaron Paul (Jesse), and Doritos ad – featuring Jack Harlow and Missy Elliot’s song about a love triangle.
Our team at Abbey Mecca is currently reviewing the ad teasers that have been released so far. Every day this week, we will be featuring one of our staff members favorite and least favorite commercial’s for this year’s Super Bowl LVII. Stay tuned!
Sources:
https://www.foxnews.com/sports/cost-30-second-super-bowl-commercial-worth-brands
