NEW YORK — Prepare for a wave of commercials featuring celebrities, adorable pets, and popular snack brands during Super Bowl 59 on February 9, when the Philadelphia Eagles take on the Kansas City Chiefs at the Caesars Superdome in New Orleans.
Major brands like Anheuser-Busch, Meta, PepsiCo, Frito-Lay, Taco Bell, and Uber Eats are gearing up to capture the attention of the anticipated audience of over 120 million viewers, who will be watching the game live on Fox and through a free livestream on Tubi.
Mark Evans, Fox Sports’ executive vice president of ad sales, noted a surge in demand for advertising space this year, leading to a complete sellout by November, along with a waitlist of interested marketers ready to fill any gaps left by late cancellations.
As a result of this high demand, advertising prices have soared to unprecedented levels, with some 30-second slots reportedly being sold for up to $8 million and potentially beyond. Although Fox has refrained from disclosing specific figures, the network’s CEO, Lachlan Murdoch, mentioned in a November earnings call that pricing had reached “record levels.” To give context, a similar spot sold for roughly $7 million last year.
The Super Bowl remains an advertising goldmine due to its massive audience. In 2022, Nielsen estimated that 123.7 million viewers tuned in to watch the event.
According to Evans, the lineup of commercial categories mostly features the regular heavyweights: beverages, snacks, technology, and telecommunications firms. He also indicated an increased emphasis on artificial intelligence in advertisements this year, along with a slightly higher presence of pharmaceutical companies.
On the other hand, the number of movie trailers and streaming service promos appears to be decreasing. Additionally, after a challenging year for the automotive industry, many car manufacturers are opting out of participation this year, with only Stellantis’ Jeep and Ram brands confirmed to be advertising.
The recent wildfires in California have added an element of unpredictability to pre-game advertising efforts, causing some firms, like State Farm, to withdraw from their planned commercials to concentrate on relief efforts. Other advertisers have experienced production holdups, but accommodations have been made to address these challenges.
Evans emphasized the importance of maintaining safety amid such circumstances, stating, “We’re being as accommodating as possible to ensure that everyone can complete their work without putting anyone at risk.”
In the days leading up to the Super Bowl, advertisers will begin unveiling their commercials. Budweiser has already released a spot featuring a Clydesdale foal involved in a beer delivery. Another Anheuser-Busch brand, Michelob Ultra, launched its advertisement starring Willem Dafoe and Catherine O’Hara as pickleball enthusiasts.
Hellmann’s has resurrected the famous scene from “When Harry Met Sally,” reuniting Meg Ryan and Billy Crystal for their latest ad. Teaser advertisements have been plentiful this year, including an Uber Eats advertisement featuring Charli XCX and Martha Stewart, as well as Chris Hemsworth and Chris Pratt promoting Meta’s Smart Glasses.
