Is an $8M Super Bowl Ad Worth It?

Will investing in the world’s largest television event generate a positive ROI?

The Cost of Super Bowl Advertising: Growth & Trend

Every year, millions of viewers tune in to watch the Super Bowl—not just for the game but for the commercials. With an estimated price tag of $8 million for a 30-second ad in 2024, the question remains: is it worth it?

The Brands That Keep Coming Back & Why

Some brands have been Super Bowl staples for decades. Budweiser, Pepsi, Coca-Cola, and Doritos are among the most recognizable advertisers. Their repeated investment suggests they see value beyond immediate financial returns.

So, what’s their ROI? Traditional financial metrics—sales spikes, customer acquisition, and brand lift—are crucial but aren’t the only factors. Some companies view Super Bowl ads as a branding play, reinforcing their dominance in the market.

Why Some Brands Are Opting Out

Not all companies continue to see the value in Super Bowl ads. Automakers, once dominant during the game, have scaled back significantly, with car ads dropping from 35% to just 8% of all Super Bowl commercials. Instead, many brands are shifting their budgets toward digital marketing, influencer partnerships, and targeted online campaigns, often providing a more measurable return on investment.

More Innovative Strategies: How Smaller Brands Are Winning with Creativity

Instead of spending millions on a one-time TV spot, smaller brands use creative marketing strategies to achieve greater reach and ROI. Social media, influencer partnerships, and digital-first campaigns allow brands to hyper-target their audience at a fraction of the cost.

Take Liquid Death, for example. Rather than buying an expensive Super Bowl ad, the brand has built an audience through viral social media campaigns and unconventional marketing tactics. By leveraging platforms like TikTok and YouTube, smaller brands can achieve a more scalable ROI than a high-risk Super Bowl ad.

The Verdict: A Super Bowl Ad Can Work if it’s Part of Your Strategy

For legacy brands with deep pockets that value positive brand awareness and ROI equally, Super Bowl ads remain a powerful tool. However, for companies that need direct, measurable returns, alternative strategies may offer a more sustainable path to growth.

The question isn’t just whether you can afford a Super Bowl ad—but whether you should.