For many, the Super Bowl isn’t just about football. It’s about million-dollar commercials that make us laugh, cry, and sometimes cringe. But how do brands ensure their spot in this spectacle pays off?
The 2024/2025 American football season culminated on Sunday, 9 February, with the Philadelphia Eagles defeating the Kansas City Chiefs 40 points to 22. President Donald Trump made history by being the first sitting US president to attend the Super Bowl. Taylor Swift was also one of the many celebrities in attendance, with Kendrick Lamar performing the halftime show. Oh, and a 30-second commercial slot sold at a rate of around $8 million each, up from $2.2 million two decades ago.
A third of respondents said their primary reason for watching the Super Bowl was to watch the commercials, according to a survey released by Statista last month. Considering there are around 60 commercials during a game, varying between 30 seconds and a minute slot, the turnover from commercials alone is expected to have topped a billion dollars. Not bad for a single game.
With the media landscape evolving, these commercial campaigns have adapted. Previous generations had to wait for the big game to watch them for the first time on TV. But today, brands have three chances to achieve success: in the build-up to the game, on the night of the game, and in after-match roundups.
Building Hype Before Kick-off
It’s now common practice to see brands releasing teaser trailers or the full commercial in the week leading up to the game. This is the first opportunity to engage the audience and solicit feedback. These commercials are generally posted on brands’ online channels and feature accompanying social media campaigns, allowing marketers to analyse early reactions in real time.
More than 40 ads had already been released well before kick-off this year, and multiple organizations had analysed them and passed judgment. Consumer surveys crown early winners, allowing brands the chance to shape or alter their communication strategies before the game. This is often necessary, as there have been several instances where brands have adjusted or withdrawn their Super Bowl commercials in response to public feedback.
In 2015, GoDaddy released an ad titled “Journey Home” before Super Bowl XLIX, featuring a puppy returning home only to be sold online. The commercial faced immediate criticism from animal rights groups and the public, who felt it promoted unethical breeding practices. In response, GoDaddy withdrew the ad before the Super Bowl broadcast, demonstrating the power of public sentiment in shaping advertising strategy.
Game Night: The Ultimate TV Broadcast
The Super Bowl is the biggest stage for advertisers, offering an unparalleled opportunity to reach a massive audience simultaneously. Nielsen estimated that 113.06 million US viewers tuned in for this year’s Super Bowl LVII, reinforcing its position as one of the most-watched television events globally.
Beyond TV viewership, second-screen engagement has transformed ad performance. According to a Carma analysis of Super Bowl-related social media activity, brands that spark real-time conversations see significantly higher engagement and retention rates. Twitter (X), TikTok, and Instagram amplify commercial impact, extending their lifespan beyond 30 or 60 seconds of airtime.
Post-Game: The Afterlife of Super Bowl Commercials
Not long after the confetti has fallen and the winning team has lifted the Lombardi Trophy, the final opportunity for success begins. Media houses and marketing analysts race to rank, classify, and rate the numerous campaigns and commercials, filling the post-game void with articles, reaction videos, and trend reports. Various iterations of “The Top Super Bowl 2025 Commercials” engross all those who didn’t watch the game, giving brands extended exposure.
Some brands take this further, using the Super Bowl as a launchpad for long-term campaigns. Coors Light’s Super Bowl commercial this year, for example, showcased sloths dealing with post-Super Bowl sluggishness.
The commercial introduced limited-edition “Mondays Light” branding for Coors Light 12-packs of beer, and fans could enter to win a case for the Monday following the Super Bowl. This was the culmination of their “Case of the Mondays” campaign that launched before the Super Bowl. In the lead-up, they intentionally misspelled advertisements featuring the word ‘refershment,’ signifying a “Case of the Mondays.” By integrating pre-game buzz, game-night exposure, and post-game engagement, Coors Light effectively maximized its ad investment.
More Than Just a Commercial
Super Bowl commercials have become a cultural phenomenon, transcending the game itself. For brands, the goal is no longer just about airing a great ad, it’s about creating a lasting impact across multiple platforms.
The key to success? Strategic timing, audience engagement, and real-time adaptability. Whether it’s pre-game teasers, interactive social media campaigns, or long-term brand activations, the modern Super Bowl ad is an ongoing narrative rather than a one-time event.
With CARMA’s expertise in measuring audience sentiment, tracking media reactions, and analysing ad impact, brands can refine their messaging and maximize their return on investment. In today’s media ecosystem, winning gold isn’t just about the game; it’s about owning the conversation long after the final whistle.
Commentary
Super Bowl Commercials: Three Chances to Win Gold
For many, the Super Bowl isn’t just about football. It’s about million-dollar commercials that make us laugh, cry, and sometimes cringe. But how do brands ensure their spot in this spectacle pays off?
The 2024/2025 American football season culminated on Sunday, 9 February, with the Philadelphia Eagles defeating the Kansas City Chiefs 40 points to 22. President Donald Trump made history by being the first sitting US president to attend the Super Bowl. Taylor Swift was also one of the many celebrities in attendance, with Kendrick Lamar performing the halftime show. Oh, and a 30-second commercial slot sold at a rate of around $8 million each, up from $2.2 million two decades ago.
A third of respondents said their primary reason for watching the Super Bowl was to watch the commercials, according to a survey released by Statista last month. Considering there are around 60 commercials during a game, varying between 30 seconds and a minute slot, the turnover from commercials alone is expected to have topped a billion dollars. Not bad for a single game.
With the media landscape evolving, these commercial campaigns have adapted. Previous generations had to wait for the big game to watch them for the first time on TV. But today, brands have three chances to achieve success: in the build-up to the game, on the night of the game, and in after-match roundups.
Building Hype Before Kick-off
It’s now common practice to see brands releasing teaser trailers or the full commercial in the week leading up to the game. This is the first opportunity to engage the audience and solicit feedback. These commercials are generally posted on brands’ online channels and feature accompanying social media campaigns, allowing marketers to analyse early reactions in real time.
More than 40 ads had already been released well before kick-off this year, and multiple organizations had analysed them and passed judgment. Consumer surveys crown early winners, allowing brands the chance to shape or alter their communication strategies before the game. This is often necessary, as there have been several instances where brands have adjusted or withdrawn their Super Bowl commercials in response to public feedback.
In 2015, GoDaddy released an ad titled “Journey Home” before Super Bowl XLIX, featuring a puppy returning home only to be sold online. The commercial faced immediate criticism from animal rights groups and the public, who felt it promoted unethical breeding practices. In response, GoDaddy withdrew the ad before the Super Bowl broadcast, demonstrating the power of public sentiment in shaping advertising strategy.
Game Night: The Ultimate TV Broadcast
The Super Bowl is the biggest stage for advertisers, offering an unparalleled opportunity to reach a massive audience simultaneously. Nielsen estimated that 113.06 million US viewers tuned in for this year’s Super Bowl LVII, reinforcing its position as one of the most-watched television events globally.
Beyond TV viewership, second-screen engagement has transformed ad performance. According to a Carma analysis of Super Bowl-related social media activity, brands that spark real-time conversations see significantly higher engagement and retention rates. Twitter (X), TikTok, and Instagram amplify commercial impact, extending their lifespan beyond 30 or 60 seconds of airtime.
Post-Game: The Afterlife of Super Bowl Commercials
Not long after the confetti has fallen and the winning team has lifted the Lombardi Trophy, the final opportunity for success begins. Media houses and marketing analysts race to rank, classify, and rate the numerous campaigns and commercials, filling the post-game void with articles, reaction videos, and trend reports. Various iterations of “The Top Super Bowl 2025 Commercials” engross all those who didn’t watch the game, giving brands extended exposure.
Some brands take this further, using the Super Bowl as a launchpad for long-term campaigns. Coors Light’s Super Bowl commercial this year, for example, showcased sloths dealing with post-Super Bowl sluggishness.
The commercial introduced limited-edition “Mondays Light” branding for Coors Light 12-packs of beer, and fans could enter to win a case for the Monday following the Super Bowl. This was the culmination of their “Case of the Mondays” campaign that launched before the Super Bowl. In the lead-up, they intentionally misspelled advertisements featuring the word ‘refershment,’ signifying a “Case of the Mondays.” By integrating pre-game buzz, game-night exposure, and post-game engagement, Coors Light effectively maximized its ad investment.
More Than Just a Commercial
Super Bowl commercials have become a cultural phenomenon, transcending the game itself. For brands, the goal is no longer just about airing a great ad, it’s about creating a lasting impact across multiple platforms.
The key to success? Strategic timing, audience engagement, and real-time adaptability. Whether it’s pre-game teasers, interactive social media campaigns, or long-term brand activations, the modern Super Bowl ad is an ongoing narrative rather than a one-time event.
With CARMA’s expertise in measuring audience sentiment, tracking media reactions, and analysing ad impact, brands can refine their messaging and maximize their return on investment. In today’s media ecosystem, winning gold isn’t just about the game; it’s about owning the conversation long after the final whistle.
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