For decades, the Super Bowl has been the ultimate stage for advertisers.
However, as the cost of a 30-second TV spot continues to climb – reaching over $7 million in 2024 – many brands are embracing alternative advertising strategies. Even those with high budgets for an ad have found that digital, social and experiential spending around the game can bring more bang for their buck.
The Golden Age of Super Bowl Commercials
Apple’s iconic 1984 ad introducing the Macintosh computer “changed the Super Bowl forever,” as The New York Times put it. The ad positioned the arrival of the Macintosh as a revolutionary force breaking the conformity and control symbolized by “Big Brother” from George Orwell’s novel, 1984.
After that, commercials during the game started to become must-watch entertainment within themselves. Since 1984, the cost of an ad has skyrocketed from $1 million a minute to today’s $14 million. In the 1990s, brands used the game to launch iconic ads like Cindy Crawford’s Pepsi spot and the Budweiser Frog commercials. These ads weren’t just selling products; they were cultural touchstones that sparked conversations and cemented brands in the public’s memory.
By the early 2000s, the stakes got higher. Heartwarming and funny still played well with audiences, but brands became more creative to stand out. Doritos introduced its “Crash the Super Bowl” campaign, inviting consumers to create humorous, engaging content that rivaled professional commercials. E*TRADE’s Monkey Ad satirized the cost of Super Bowl ads with a dancing monkey and the tagline, “Well, we just wasted $2 million.”
Is It Worth It?
These ads proved that a well-executed Super Bowl ad could deliver enormous returns in brand awareness and customer loyalty. But are they really worth it, especially today?
Research from the University of Minnesota found that in many cases, sales of products featured in Super Bowl commercials did not immediately spike–but online searches did. After the 2022 game, Super Bowl advertisers saw a 22% bump in total word-of-mouth conversations (online and offline) the week following the game (and 16% total for the month following).
According to Kantar research, the 2021 Super Bowl ads delivered an average return on investment (ROI) of $4.60 per dollar spent, with many brands in the double digits.
The unparalleled exposure (2024’s game reached more than 123 million live viewers) makes the commercial worth it to some brands that can afford it. Last year, UberEats’s commercial featuring Jennifer Aniston saw a major brand lift, with a 48% jump in “intent to use”. NYX Cosmetics and DoorDash also saw strong brand lift after airing their commercials. And according to Civic Science, “None of the brands studied saw a negative intent to purchase, hinting that regardless of how good or bad consumers thought they were, Super Bowl ads largely shape consumer intended purchases.”
But what about brands that can’t afford a multi-million dollar ad?
The Digital Disruption
They’re in luck. As digital platforms gained traction in the late 2000s, advertising began to shift. Social media introduced a new way to connect with audiences, and brands realized they could amplify their Super Bowl presence without relying exclusively on a costly TV spot. Several brands have leveraged the Super Bowl’s cultural moment by creating buzzworthy YouTube videos that didn’t air as official game-day commercials.
Volkswagen tried something different in 2010 by leaking its “The Force” ad on social media, featuring Darth Vader from Star Wars. By the Sunday of the game, the ad had already been viewed 12 million times. This early success garnered attention from many brands that were looking for more affordable ways to advertise during the Super Bowl. In 2014, Newcastle Brown Ale created a humorous campaign featuring Anna Kendrick, pretending to plan an elaborate Super Bowl ad they “couldn’t afford,” turning their non-ad into a viral hit.
The rise of hashtags and live-tweeting also changed the game. Oreo’s famous “Dunk in the Dark” tweet during the 2013 Super Bowl blackout demonstrated the power of real-time marketing. That single tweet, crafted on the fly, earned more engagement than many of the multimillion-dollar commercials aired that night, including Oreo’s own.
What’s a Small Brand to Do? Alternative Strategies for the Super Bowl
Today, companies are exploring a wide range of tactics to make their mark during Super Bowl season without purchasing a TV commercial at all. Here are some effective strategies:
Influencer Partnerships
Influencers can create authentic, relatable content that resonates with their followers, often at a fraction of the cost of a Super Bowl ad.
For example, Gymshark has invested heavily in fitness influencers to create buzz during Super Bowl season. In 2024, Maybelline hired Dance Moms stars to post a #GRWM (Get Ready With Me) in their hotel rooms before the game, using all Maybelline products.
Interactive Experiences
Brands can encourage users to interact with their products in a fun and engaging way.
As part of their 2017 Super Bowl campaign, Snickers printed phrases like “Hangry” or “Confused” on their bars, then asked fans to post photos on social media with the bars and hashtags describing how they felt. And in 2023, shoppers could scan a QR code on Snickers bars to load an augmented reality experience featuring Pittsburgh Steelers linebacker T.J. Watt.
In 2019, Skittles chose not to air a traditional Super Bowl ad. Instead, they created a one-time-only Broadway musical starring actor Michael C. Hall. Fans could purchase tickets to the live show, turning the ad into an experiential event. And instead of splurging on a commercial, Kia funded a “Great Unknowns Scholarship,” creating an interactive social initiative asking people to nominate someone for the scholarship.
In-Store Promotions
Retail stores often run campaigns featuring game-day snack bundles, discounts on team apparel, or limited-time products. For example, Homefield, a brand known for vintage collegiate apparel, released retro-inspired NFL designs tied to Super Bowl week. And the craft beer marketplace The Beer Dabbler has offered regional beer-tasting packs featuring breweries from the cities of the competing Super Bowl teams. Fans could order and “taste the rivalry.”
Social Media Campaigns
Many brands have succeeded with viral content like TikTok challenges, Instagram Reels and Twitter polls, making engagement feel organic. For example, in 2014, instead of a Super Bowl ad, Esurance aired a commercial immediately after the game, announcing they saved $1.5 million by skipping the expensive slot and offering the savings in a Twitter giveaway. Users entered by tweeting #EsuranceSave30.
CeraVe’s social media campaign featuring Michael Cera in 2024 received an incredible 9 billion impressions online before the company’s Super Bowl ad even aired during the big game. The campaign featured Cera humorously leaning into the rumor that he might have created the cosmetic brand. The social media buzz felt more organic to audiences than releasing a teaser ad in the weeks before the game, a common practice among brands that are airing a Super Bowl commercial.
Experiential Marketing
Experiential retail – creating unique, innovative, and interactive experiences for customers in a physical retail environment – is an emerging trend in the retail industry, and the Super Bowl is no exception. Pop-up events and branded experiences give consumers a chance to interact with products directly. For example, a brand might host a Super Bowl watch party in a major city, or offer games, giveaways, and other opportunities.
During Super Bowl LVIII, UberEats launched the ‘Get Almost Anything Shop,’ a pop-up store inspired by the top items ordered in Las Vegas.
Verizon has recently announced the first-ever “Super Bowl FanFest,” at the upcoming Super Bowl LIX on Sunday, February 9, across all 30 cities with NFL teams. The event will feature free activities including food and beverages from local small businesses, meet-and-greets with NFL legends, live local music, interactive games, and unique football fan experiences.
The Future of Super Bowl Advertising
What does the future hold for Super Bowl advertising, as the cost of a commercial aired during the game continues to rise?
Future campaigns will likely leverage advances in artificial intelligence for hyper-targeted and dynamic advertising that changes based on viewer preferences in real time. Predictive analytics will help brands fine-tune campaigns and make social media ads more targeted.
We also expect to see a jump in virtual and augmented reality immersive experiences – like interactive 3D ads or virtual product demos—and more QR codes, prompted by Coinbase’s 2022 Super Bowl ad featuring a QR code as the commercial. The metaverse may become a new stage for brands, hosting virtual Super Bowl watch parties or branded games.
For consumers, the evolution in gameday advertising means more interactive and creative content to enjoy. For advertisers, it’s a reminder that wit – not just a big budget – is the key to standing out during the Super Bowl.