Super Bowl – What began as a sporting event has grown into a global cultural phenomenon, blending sports, entertainment, and business. With millions tuning in, the game drives massive revenue across advertising, tourism, ticket sales, and even music. But does all this spending pay off for brands and host cities? “I believe the Super Bowl is still the top event for advertising, even today. In many ways, the Super Bowl, NFL’s championship game, pioneered it all, creating a captive audience in the stadium, as well as a highly engaged audience at home, in clubs, bars, and everywhere else. Because of this, the Super Bowl continues to maintain its physical connection with customers,” Harish Bijoor, business and brand strategy specialist and founder, Harish Bijoor Consults Inc, told Shailja Tiwari.
Advertising and costs
A 30-second commercial during the Super Bowl costs $7 million (Rs 61.45 crore), with some last-minute slots selling for $8 million (Rs 70.23 crore). Every year, brands debate whether this hefty investment is worth it. The event attracts over 100 million viewers, providing unmatched visibility, but actual returns on investment remain unclear. “If advertisers don’t pay for eyeballs, what do they pay for… Good vibes?? Look, the Super Bowl isn’t just an ad spot—it’s a cultural event. A brand showing up there isn’t just selling a product; it’s flexing. It’s saying, ‘We belong in the biggest conversation of the year’ And guess what? The audience gets it. They trust Super Bowl brands more. They engage. They buy—sometimes to the tune of $19.3 million in a single night,” Shubham Gune, an advertising expert and founder, Hinglish, said.
Super Bowl ad revenue is massive, bringing in $600 million to $700 million annually (Rs 6,145.3 crore). The commercials themselves often become cultural moments, with companies vying for the most talked-about ad of the night. Big names, humour, and nostalgia play a crucial role in these campaigns, with brands frequently using celebrity endorsements to maximise impact.
This year, OpenAI (ChatGPT) is making its Super Bowl ad debut, while State Farm, a frequent advertiser, is sitting out—partly due to financial pressures from wildfires in California.
The previous year’s Super Bowl LVIII set a record with an average of 123.7 million viewers. For Super Bowl LIX, a regression model predicted viewership to be around 117.3 million. However, the actual numbers are yet to be confirmed.
Ticket prices for Super Bowl LIX experienced a notable decline leading up to the event. Initially, prices were significantly higher, but as the game approached, the cheapest tickets on platforms like StubHub were listed at approximately $2,688, reflecting a decrease of almost $600. This trend was observed across various ticketing platforms, with prices varying accordingly.
The game garnered additional attention due to the anticipated presence of pop star Taylor Swift and President Donald Trump. Swift will attend to support her partner, Chiefs player Travis Kelce, while President Trump can create history as the first sitting president to attend a Super Bowl.
As per Reuters, the U.S. Department of State hosted over 50 Super Bowl watch parties across six continents, promoting the NFL’s championship game globally.
The economic impact on host cities
Be it Olympics or IPL, hosting countries always benefit from such large scale events and the Super Bowl is not just about football—it’s a major economic event for brands, hosts, and stakeholders. The influx of fans, media, and corporate executives generates between $300 million and $500 million in economic activity for the host city. Hotels, restaurants, bars, and transportation services experience a surge in business, with increased occupancy rates and higher spending per visitor.
However, some experts argue that the net impact may be lower than reported. Much of this spending replaces other events that would have taken place, rather than generating entirely new revenue. Additionally, the cost of security, infrastructure, and logistics can reduce the overall benefit for the city. Still, for businesses in the hospitality sector, the Super Bowl remains one of the most profitable events of the year.
Ticket sales and merchandising
Super Bowl tickets are notoriously expensive and unpredictable. Some years, prices soar due to demand, while in others, like this year, prices are dropping. The reasons vary—matchup excitement, economic conditions, and even weather can influence ticket demand.
Regardless of ticket fluctuations, the NFL earns millions from Super Bowl-related merchandise. Jerseys, caps, and limited-edition memorabilia fly off the shelves, adding to the league’s massive revenue stream. For die-hard fans, owning Super Bowl gear is part of the experience, ensuring steady sales year after year.
The Halftime Show’s business impact
The Super Bowl halftime show is one of the most-watched musical performances of the year. Surprisingly, artists don’t get paid for their performances. Instead, they receive global exposure, which often translates into a massive boost in music streams and album sales. The 2025 Super Bowl LIX, set for February 9 at the Caesars Superdome in New Orleans, will feature an exciting lineup, including Post Malone at the YouTube Tailgate Concert, Jon Batiste performing the national anthem with ASL by Stephanie Nogueras, Trombone Shorty and Lauren Daigle for “America the Beautiful,” and Ledisi singing “Lift Every Voice and Sing.” Kendrick Lamar will headline the halftime show, joined by SZA, with Matt Maxey providing ASL interpretation. The game starts at 6:30 PM EST, broadcast on Fox and available for streaming on Tubi.
A prime example is Rihanna, whose music streams skyrocketed by 600% after her 2023 Super Bowl performance. Even without direct payment, performing at the halftime show can be one of the most valuable marketing opportunities for artists.
Celebrity-driven ads continue to dominate, as brands rely on star power to create memorable moments. With social media amplifying these commercials beyond game day, a successful ad can have an extended shelf life. “The problem with the digital era is that digital platforms haven’t been able to create the same kind of intimacy. Digital interactions still feel distant, which is why brands and customers continue to look forward to physically intimate events like the Super Bowl. As a result, the value and importance of the Super Bowl have grown year after year. It remains the biggest event and will continue to be. Looking ahead, I believe the Super Bowl will find new ways to deepen its connection with customers, further monetising customer goodwill,” Bijoor highlighted.