As Super Bowl LIX begins, advertisers are investing unprecedented amounts to secure commercial spots during the highly anticipated game. According to CBS News, a 30-second ad this year is roughly costing $8 million, a whole $1 million increase as compared to last year’s prices. Experts estimate that approximately 51 minutes of the advertising time has already been sold bringing the total ad revenue into the hundreds of millions category. Media reports also suggest that in the coming years, the Super Bowl ad sales could surpass $1 billion. 

Why do Super Bowl ads cost so much?

The reason why Super Bowl ads cost so much is because of their massive audience reach. With an expected audience of over 120 million viewers, it continues to be one of the few live events where advertisers can engage a massive and diverse audience at once. Unlike digital platforms where audiences can overlap, the game offers brands a unique opportunity to make a widespread impact and target a larger set of audiences. 

Celebrities in Super Bowl ads

In order to maximise their investment and get a considerable ROI, advertisers continue to stick to a standard set of genres like humour, emotional appeal and celebrity endorsements. Well known figures if featured in the commercials can command multimillion-dollar paychecks, with some receiving up to $2 million for a single ad, revealed media reports. For instance, Ben Affleck reportedly earned nearly $10 million for his role in the 2024 Dunkin’s Super Bowl Campaign, CBS News stated.

Rising Super Bowl ad prices over the years

The cost of Super Bowl ads, over the course of years since 1967, have steadily climbed from less than $50,000 to $8 million. By 1995, the price had crossed the $1 million mark and voer the years it drastically increased.  One of the most expensive Super Bowl commercials ever was Amazon’s 2022 “Mind Reader” ad, which featured Scarlett Johansson and Colin Jost and reportedly cost $26 million to produce.

With advertisers continuing to battle for consumer attention, the Super Bowl remains the most valuable stage for brands looking to create a cultural moment.