2023: Super Bowl LVII

Winter may be cold, but the Super Bowl game always pumps up the heat! The Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the excitement and surprises – and that’s just the advertisements!

At a cost of a $7 million (same as last year) for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add to the air time the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $8 million on a single day.

Love them or hate them, Super Bowl advertisements have become a talking point before, during, and after the game. More than 50 brands took out ads designed to help them stand out to consumers, some with high-profile athletes and celebrities such as Serena Williams, Bradley Cooper, Ben Affleck, Jennifer Lopez, Alicia Silverstone, Melissa McCarthy, and more.

This year an audience of 113 million adults in the U.S. tuned in to watch the Kansas City Chiefs beat the Philadelphia Eagles in a 38-35 win in the last few minutes. Even more viewers tuned in to Rihanna’s half-time performance which drew roughly 118.7 million viewers across TV and digital platforms, making Rihanna the second-most watched Super Bowl halftime performance  since Katy Perry in 2015.

This year’s game was also the most-streamed Super Bowl in history with 7 million streams (up 18% from last year). An additional 882,000 viewers watched the Spanish broadcast on FOX as well. On average, more than 77% of U.S. households tuned in for the big game.

Commercials were all over the place with top ads being The Farmer’s Dog, NFL Run with it (featuring Diana Flores), Amazon’s Saving Sawyer,  and Dunkin’ Drive Thru.

Which ad is your favorite this year?  

Group Activities and Discussion Questions:

  1. Show one of the Web sites that have all the Super Bowl ads: https://www.usatoday.com/story/sports/Ad-Meter/2023/02/13/best-2023-super-bowl-commercials-voted-usa-today-ad-meter/11247208002/
  2. Divide students into teams. Have each team select a Super Bowl ad to analyze and present in class.
  3. What is the target market, key message, and offer from the ad?
  4. How does the ad integrate with a company’s other promotions?
  5. Are the messages integrated with a company’s Web site and social media?
  6. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Week; Fox Sports; New York Times; Nielsen Research; Wall Street Journal; other news sources

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