Super Bowl Ads Contributions to Marketing 


Even if you are not a big football fan, you know that the Super Bowl is a huge event nationwide. Whether that be the two rivalry football teams playing against each other, the halftime show, or the commercials! There is something unique about one day during a big event on television where the commercials are extra special – making you want to turn on the television to watch the Super Bowl even if you’re not a huge fan. These commercials use marketing strategies to engage various audiences on this special day, which we are going to be looking through today. These strategies include mass exposure, brand building, and competitive advantage. Let’s take a look! 

Mass Exposure 

The Super Bowl is one of the most watched televised events in the United States with millions of viewers tuning in. This makes advertisers reach a mass audience all in one, providing the company with exposure to their brands and products to a huge audience. Demonstrating and promoting your product or service to a mass audience is highly beneficial. Even if it doesn’t stick with one person, it sure can stick with another! Especially with a diverse audience tuning in on an event like the Super Bowl. During the 2024 Super Bowl, about 123.4 million viewers across both television and streaming platforms tuned in. This means that most if not all the audience paid enough attention to have one advertisement stick with them – even if it is just stuck on their mind. Using creative outlets for these commercials plays a big role in engaging such big audiences which brings us to our next point!

Brand Building 

Super Bowl commercials offer brands a way to showcase their identity, personality, and values in a unique and creative way. Super Bowl commercials are as creative as ads can get! An effective way brands showcase their creativity is by creating something that will engage and resonate with the viewer. Whether that’s a chaotic and long commercial, or it features famous celebrity guests, these protocols have the commercial stick in the viewer’s mind and most importantly people talk about them. Two of the 2024 Super Bowl commercials that were the most influential were State Farm’s “Like a Good Neighbaaa” and Dunkin’s “The DunKings.” These brands, while completely different, left a similar impact on viewers including celebrities like Danny Devito and Arnold Schwarznegger, and made the commercial talked about for future days to come. So, the next time you think about getting coffee, you’ll think about that interesting Super Bowl commercial about Dunkin. 

Competitive Advantage 

Not only is having an advertisement at the Super Bowl important for mass exposure for your consumers but also for future high-profile advertising opportunities. The Super Bowl is the most watched event in the United States which makes putting out an advertisement during the program competitive and expensive. You want to be able to make sure your brand is unique and stands out from the others, but also have the correct expenses for it. Being able to put your brand’s advertisement during the Super Bowl program demonstrates the brand’s commitment to its marketing and to high-profile advertising. Also, this makes your brand stand out from your competitors and have a special place in your market! 

The annual Super Bowl has something in store for everyone – both viewers and marketers! Watching the Super Bowl commercials is fun and memorable. However, being able to have your brand advertised during it is an accomplishment! Overall, it provides a unique opportunity for brands to gain mass exposure and generate buzz while leaving a lasting impression of their brand! While also providing a strong competitive advantage in their market. The Super Bowl is a win for football and marketers! 

Scroll to Top