The biggest NFL game of the year and one of the biggest sporting events in the world is the annual Super Bowl championship game. The game is watched by tens of millions of Americans across the country to see which team will walk away with the league’s top prize.

On February 12, 2023, Super Bowl LVII will take place in Glendale, Arizona at State Farm Stadium between the Kansas City Chiefs and the Philadelphia Eagles.

For decades, the popularity of the Super Bowl has attracted advertisers representing the world’s largest corporations. Super Bowl revenue totals approximately hundreds of millions each year.

Are Super Bowl ads worth it?

In recent years, the return on investment has been strong for companies that spend money to advertise their products during the Super Bowl. Some of the top advertising brands for the 2021 Super Bowl included General Motors, T-Mobile, Verizon and Mountain Dew, which had an average ROI of $4.60, according to research and data compiled by Kantar.


Super Bowl LVII will kick off on February 12, 2023 at State Farm Stadium in Glendale, Arizona.
(Christian Petersen/Getty Images)

Consumer creativity and spending play a direct role in the Super Bowl, as fans tend to buy the ad they remember most. Ads play an attractive role at the Super Bowl, as the event’s high viewership continues to dominate.

«Most people tend to run in the opposite direction of advertising, but [the] The Super Bowl is still the only day they don’t,» said Joe Glennon, associate professor in the Department of Advertising at Temple University’s Lew Klein School of Media and Communication, in an interview. «There’s still no better way to reach 70, 80 or 90 million people at the same time as the Super Bowl. There’s also incredible brand-building power when lots of people see you at the same time.»

How much does a 30 second ad for the Super Bowl cost?

A 30-second ad for the Super Bowl has become increasingly expensive over the past decade as viewership for the event continues to grow each year. During Super Bowl LVI in February 2022, when the Cincinnati Bengals competed against the Los Angeles Rams, a 30-second ad would cost an average sponsor $6.5 million on average, according to Statista.

From 2017 to 2021, a 30-second ad cost an average range of $5.4 to $5.5 million. For the most part, advertising fees have risen steadily on the Super Bowl for the past decade.

How much does a one minute ad for the Super Bowl cost?

Most Super Bowl ads stay in the 15-30 second range. However, if an ad were to hit the one minute mark, it would probably cost the sponsor nearly double the average costs of a 30 second ad.

Since brands pay such a high cost to display their products, ads tend to emphasize an entertainment angle rather than a serious or logical tone for consumers. As a result, a consumer trend has built up over the years around Super Bowl ads, as some non-sports fans tune in just to watch the commercials.

How has the cost of Super Bowl ads changed over the years?

The cost of a Super Bowl commercial has risen exponentially over the years, even after accounting for inflation. During Super Bowl I in January 1967, the cost of a 30-second ad would cost the sponsor approximately $42,000, which is equivalent to more than $350,000 in 2022.

Over the past two decades, the cost of super bowl advertising has progressively increased. In 1990, the cost of a commercial rose to $700,000 at the Super Bowl, but by 2010 it had risen to $2.95 million.


Why are brands running Super Bowl ads today?

As social media has become more popular in recent years, advertisers have begun pre-launching Super Bowl commercials online before they appear on live television. The rationale behind pre-launch is that it allows advertisers to allow their commercials to reach audiences that don’t tune in to the Super Bowl.

Advertisers had to spend $6.5 million to place a 30-second commercial during Super Bowl LVI.

Advertisers had to spend $6.5 million to place a 30-second commercial during Super Bowl LVI.
(Fox News/Ryan Gaydos)

Also, the longevity of the ad is increased because its popularity is not entirely dependent on the Super Bowl.