Advertising and the Super Bowl
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Advertising and the Super Bowl
As we approach Super Bowl Sunday 2026, The Phoenix Staff decided to revisit a previously published article because the strategic foundations remain sound. While the landscape of Super Bowl advertising continues to evolve, the principles driving meaningful audience connection have not. This version reflects updated market context and investment benchmarks while reinforcing the same core guidance we continue to put into practice with brands every day.
In advertising, there isn’t a bigger stage than the Super Bowl. In recent years, U.S. viewership has consistently hovered around the 100 million mark, reinforcing the game’s unmatched ability to deliver mass, real-time audience engagement. As a result, 30-second commercial placements continue to command premium pricing, routinely exceeding $6 million and, in some cases, reaching around $8 million for prime placement depending on network and demand. These figures underscore the Super Bowl’s evolution from a single broadcast opportunity into a high-stakes brand moment where the reach of cultural relevance matters almost as much as the game itself.
Super Bowl advertising has also produced some of the most expensive commercial buys in media history. While standard 30-second slots carry steep media costs, extended spots with high production value can push total investment significantly higher. In past seasons, long-format commercials have reportedly exceeded $25 million when accounting for both airtime and production costs, setting benchmarks for creative ambition and, more importantly, the value brands place on reaching their consumers watching the Big Game.
Super Bowl advertising consistently reflects the priorities shaping major brands and industries. In recent Super Bowl history, advertisers have leaned into themes such as sustainability, innovation and cultural connection, particularly across automotive, technology and consumer sectors. The event has also long influenced how brands communicate with different generations. Earlier eras of Super Bowl advertising produced breakout moments redefining engagement, alongside nostalgia-driven campaigns built on shared cultural memory. These campaigns became benchmarks, shaping the creative and emotional standards audiences continue to expect from brands beyond game day.
Ambition alone does not guarantee return during the Super Bowl. With roughly one hundred advertisers competing to have the most engaging and memorable spot during a single broadcast, even the most polished ads risk being overshadowed. Each brand enters the game having hired or contracted top-tier creative talent, all in hopes of creating an ad remembered long after the final whistle. In this environment, success depends on clarity of message, emotional relevance and strategic integration extending beyond the broadcast itself.
Standing out during the Super Bowl requires more than scale. At The Phoenix, we understand that to stand out among crowded, saturated fields, it is imperative brand marketers leverage audiences creatively to make a meaningful connection. This is why we remain committed to Reimagining Boundaries and Redefining Convention. This is especially crucial as marketers must do everything possible to get the desired return on a pretty significant Super Bowl investment.
Here our top 3 suggestions for marketing in the Super Bowl:
1. Involving the Viewers
Involving the crowd and viewers to create an interactive experience is a great way to create a memorable experience. This can take many forms, from creating interactive ads during the game to holding contests or even giving viewers the chance to be involved in the creation of the commercial from the beginning.
2. Choosing your Audience Wisely
Although every relevant audience should be considered, focusing attention on younger viewers can increase the chances of the ad going viral, which can do wonders for your brand. Creative incorporation of social media trends and involving celebrities that are relevant to young Millennial and Gen Z audiences are both ways to increase the possibility of virality.
3. Launching a Campaign
The Super Bowl works best as a beginning, not a conclusion. Using the Super Bowl to continue or launch a long-term campaign is an effective approach to ensure continued results. Revisiting the initial communication in a similar, but not the same, fashion can help reinforce the message while preventing overselling to the audience.
Follow up with us after the Super Bowl to see our perspective on who managed to stand out from the crowd, and to discuss the agenda of key brands for the upcoming year.