Did Super Bowl LVIII's Commercials Deliver?
Photo by Caleb Woods on Unsplash
Super Bowl LVIII may have ended, but the commercials from the big game are still making waves. With over 160,000 people registered to vote in the 36th USA TODAY Ad Meter competition, it's clear that these ads leave a lasting impression.
The Super Bowl serves as a prime platform for advertisers, offering a chance to showcase their products to millions of viewers. With the average cost of a 30-second ad spot reaching a staggering $7 million for the second year in a row, companies are willing to invest heavily for the opportunity to reach such a vast audience.
Despite the decline in traditional advertising revenue, the Super Bowl remains a lucrative opportunity for brands. As noted by Disney CEO Bob Iger, “Sports is still an advertiser’s delight,” offering incomparable reach and engagement.
This year, consumer packaged goods took center stage in the ad lineup, with brands like Oreos, Pringles, Mountain Dew, Doritos, and M&M's vying for attention. Celebrity endorsements also played a significant role, with notable personalities lending their fame to various commercials.
From humorous skits to heartwarming narratives, advertisers pulled out all the stops to captivate audiences during the biggest TV event of the year. With each ad carefully crafted to leave a lasting impression, the competition was fierce.
Despite the hefty price tag, advertisers understand the value of the Super Bowl platform, knowing that it offers unparalleled exposure and the opportunity to leave a lasting impact on consumers. As the advertising landscape continues to evolve, one thing remains constant: The Super Bowl remains the ultimate battleground for brands competing for consumer awareness.
Here's a curated look at some of the commercials from 2024, listed by their Ad Meter score starting with the highest rank at the top:
1. State Farm
2. Dunkin'
3. Kia
4. Uber Eats
7. BMW
8. Budweiser
15. CeraVe
34. Microsoft
36. Booking.com
46. Squarespace
48. Lindt
51. Homes.com
52. Bass Pro Shops
58. Snapchat
Do Super Bowl Ads Actually Turn a Profit for Brands?
Research from Stanford in 2015 sheds light on the effectiveness of these Super Bowl commercials. While they often prove successful in boosting sales for certain products like beer and soda, the study suggests that their impact may be diminished when competing brands advertise simultaneously during the game. The study, which focused on well-known brands like Budweiser, Coca-Cola, and Pepsi, analyzed data from 55 media markets spanning six years of Super Bowls, along with Nielsen sales data. It aimed to determine the impact of exposure to specific TV commercials on sales for these brands.
Associate Professor Wesley Hartmann from Stanford Graduate School of Business and Daniel Klapper from Humboldt University co-authored the study. They found that while brands like Budweiser can reap substantial benefits from their Super Bowl ads, with estimated returns of $96 million and a 172% return on investment, the presence of competing brands in the same category, such as multiple soda brands, may not yield similar profit gains.
Even with the high price tag for Super Bowl ad spots, companies vie for the opportunity to reach over 40% of American households tuning in for the championship game. However, while Super Bowl ads undoubtedly build associations between brands and sports viewership, the study suggests that this association may not benefit competing brands simultaneously.
Hartmann emphasizes the importance of established brands leveraging their existing associations with sports to maximize the effectiveness of their Super Bowl advertising. However, the research also highlights uncertainties. It does not explore the potential outcomes if major brands were to cease advertising during the Super Bowl or if new competitors entered the advertising arena.