Super Bowl LVIII Advertising: Record Costs, AI Integration, and Evolving Strategies

Super Bowl LVIII's advertising landscape was characterized by record-high commercial slot costs, a significant surge in celebrity endorsements, and widespread integration of artificial intelligence (AI). The event captured the attention of an estimated 100 million to 130 million viewers, solidifying its status as a premier platform for brand visibility. While health and telehealth companies expanded their presence, automakers notably scaled back their advertising, citing economic concerns and prohibitive costs.

A 30-second commercial slot during Super Bowl LVIII ranged from approximately $8 million to $10 million, reaching record highs.

Record Costs and Market Dynamics

A 30-second commercial slot during Super Bowl LVIII commanded prices between $8 million and $10 million, marking unprecedented figures. When factoring in talent fees and production, the comprehensive cost for a Super Bowl spot could escalate from $12 million to over $20 million, with production expenses alone often surpassing $1 million. The demand for advertising space on NBC was so high that it sold out by September.

NBCUniversal highlighted a strategic trend: 40% of advertisers secured spots across all of its major sports properties, and 70% of Super Bowl advertisers also invested in Olympics ad space. This underscores the Super Bowl's enduring role as a critical platform for brands targeting massive, simultaneous audiences.

Dominant Advertising Trends

Celebrity Endorsements

Celebrity participation in Super Bowl ads saw a substantial increase, with approximately 70% of spots featuring stars, a significant jump from 30% in 2018. The cumulative expenditure for celebrity talent across these advertisements amounted to US$253 million for a single day. To manage escalating costs, companies frequently opted for ensemble casts or smaller cameo roles, leading to individual A-list talent fees typically ranging from $3 million to $5 million, a decrease from previous peaks.

Notable celebrities featured in commercials included:

• Kendall Jenner (Fanatics Sportsbook)
• George Clooney (Grubhub)
• Kurt Russell, Lewis Pullman, Chloe Kim, T.J. Oshie (Michelob Ultra)
• Sam Neill, Laura Dern, Jeff Goldblum (Xfinity)
• Matthew McConaughey, Bradley Cooper, Parker Posey (Uber Eats)
• Ben Affleck, Jennifer Aniston, Matt LeBlanc, Jason Alexander (Dunkin' Donuts)
• Charli XCX, Rachel Sennott (Poppi)
• William Shatner (Raisin Bran)
• Adrien Brody (TurboTax)
• Octavia Spencer, Sofia Vergara (Boehringer Ingelheim)
• Serena Williams (Ro)
• Common (Hims & Hers)
• Rob Gronkowski, Andy Reid (Novartis)
• 50 Cent (DoorDash)
• Peyton Manning, Shane Gillis, Post Malone (Bud Light)
• Chris Hemsworth (Amazon Alexa+)
• Matthew Broderick (Genspark)

Artificial Intelligence (AI) Integration

AI emerged as a prominent feature, utilized either as the advertised product itself or as an integral tool in the production process.

• AI Companies and Products Advertised:
  • OpenAI was slated to air an undisclosed ad, marking its second consecutive year of participation.
  • Google promoted its Gemini AI for the second year.
  • Amazon showcased an ad for Alexa+.
  • Meta highlighted its Oakley Meta AI glasses.
  • Wix debuted ads for Wix Harmony, a web design software with AI capabilities, and Base44, an AI app builder.
  • Genspark marketed its AI productivity platform.
  • Artlist.io presented an entirely AI-generated 30-second ad, created in just five days, demonstrating its advanced AI tools.
• AI Used in Ad Production:
  • Svedka Vodka collaborated with Silverside AI to develop an ad featuring its robot mascot, FemBot, whose dance moves were enhanced by AI trained on TikTok dances.
  • Xfinity leveraged AI to de-age the cast of the 1993 film "Jurassic Park" for a new commercial.

Discussions surrounding Super Bowl ad strategies also transpired publicly among AI leaders, including OpenAI and Anthropic, with Anthropic's Claude releasing an ad critiquing OpenAI's decision to integrate ads into ChatGPT.

Health and Telehealth Sector

Health and telehealth providers significantly amplified their advertising presence, particularly focusing on GLP-1 weight loss drugs and medical screening tests.

• Novartis promoted a blood test for prostate cancer.
• Boehringer Ingelheim aired ads advocating for kidney disease screening.
• Liquid I.V. teased an ad centered on hydration.
• Ro and Novo Nordisk advertised GLP-1 weight loss drugs.
• Hims & Hers promoted accessible healthcare, including GLP-1 weight loss medications.

Nostalgia and Humor

Many advertisements embraced nostalgic themes and adopted a lighthearted, humorous tone, with approximately 70% of ads incorporating comedic elements. The "He Gets Us" pro-Jesus campaign broadcast its fourth Super Bowl ad, "More," addressing societal pressures for consumption. Some brands maintained traditional approaches; Budweiser, for instance, celebrated its 150th anniversary with an ad featuring a Clydesdale foal and a bald eagle.

Minimalist and User-Generated Content

Coinbase continued its minimalist advertising approach, following its 2022 ad featuring a floating QR code with a karaoke-themed 60-second spot in 2023. This strategy aimed to capture attention by diverging from highly polished commercials and fostering a communal experience. Some campaigns encouraged user-generated content, such as Uber Eats, which allowed users to create celebrity-filled ads.

Shifting Industry Landscape

Automaker Reduction

Automakers drastically reduced their advertising presence, a notable departure from historical trends. In 2012, automakers constituted 40% of Super Bowl ad minutes; this figure is projected to decline to 7% by 2025. For Super Bowl LVIII, only three automakers were anticipated to air ads, totaling roughly two minutes.

The primary reasons cited for this pullback included the high cost of ad slots and economic uncertainties within the U.S. automotive industry, encompassing concerns regarding sales, tariffs, and regulations.

Automakers indicated a preference for reallocating marketing budgets to alternative strategies throughout the year, including social media campaigns.

New Entrants

The Super Bowl's advertising roster increasingly featured startups and new entrants, many of whom have historically concentrated their outreach efforts on digital platforms.

Spotlight on Specific Ad Campaigns

• Raisin Bran ("Will Shat"): Featured iconic actor William Shatner.
• Ring ("Search Party: Be a Hero"): Highlighted a new feature designed for locating missing pets.
• Xfinity ("Jurassic Park ... Works"): Employed de-aging technology and CGI to bring back original cast members.
• TurboTax ("The Expert"): Featured actor Adrien Brody.
• Pepsi ("The Choice"): Depicted a computer-generated polar bear opting for Pepsi over Coca-Cola, directed by Taika Waititi.
• DoorDash ("Beef 101"): Featured rapper and entrepreneur 50 Cent.
• Uber Eats ("Hungry for the Truth"): Continued a conspiracy theory theme with Matthew McConaughey and Bradley Cooper.
• Several advertisers, including Poppi, Dunkin' Donuts, and Cadillac, opted to withhold their full ads until game day.