Is a Super Bowl Ad Worth It? Communications Pros Weigh the $7 Million Investment
Every year, brands weigh the decision of whether to invest millions of dollars in a Super Bowl LIX ad, a high-stakes gamble in the marketing world. With over 100 million viewers tuning in, the potential reach is undeniable. However, does the return on investment (ROI) justify the expense in today’s fragmented media landscape? CommPRO posed two key questions to marketing and communications professionals: What are your thoughts on the publicity value of a brand investing in a Super Bowl commercial? How does it impact brand visibility, and do you think the ROI justifies the cost in today's media landscape?
Their responses highlight the evolving landscape of Super Bowl advertising, where success is no longer just about airing a great 30-second spot, but about leveraging the moment before, during, and after the game.
Beyond the 30-Second Spot: The Power of Virality
Ryan Gerding, CEO of INK PR, notes that while Super Bowl ads once stood as an event in their own right, their value now extends far beyond game day. “Yes, if it’s done effectively, there’s still tremendous value in reaching the 100 million+ viewers who tune in. But now, a well-executed ad can become a viral moment, generating additional earned media and social media buzz that extends well beyond game day.” However, he warns of the risks: “An ad that clunks can become viral for the wrong reasons, and might make a company look foolish for spending $7 million on something that didn’t really ring true to the audience.”
Tawanda Carlton, Partner & COO of Brand Savor, emphasizes that the real impact of a Super Bowl ad is not just in the moment but in how it drives cultural relevance and long-term engagement. “The value isn’t just in the airtime; it’s in what happens after your 30 seconds of fame are up,” she explains. “Take last year’s ‘He Gets Us’ campaign—an ad about Jesus that sparked both support and controversy, proving that even a religious message can dominate post-game conversations.”
The ROI Debate: Is It Worth the Cost?
For Maria Gonzalez, Senior Partner at Gonzberg Agency, the answer is that it depends on multiple factors. “The brand visibility from, and ROI on, a Super Bowl commercial can be great if enough variables come together, but they can also be very low if the pre/creative/post strategy misses the target.”
Linda Pophal, Founder of Strategic Communications, LLC, agrees, adding that brands must leverage PR and social media to maximize impact. “It’s not just the airing of the ad itself that holds value but the PR and buzz that brands are able to generate before, during, and after the time that it airs. Brands like Budweiser, which have created very ‘lovable’ and memorable ads, find themselves in the enviable position of having consumers eagerly anticipate their ad.”
Lola Bakare, author of *Responsible Marketing: How to Create an Authentic & Inclusive Marketing Strategy*, offers a direct take: “Every single marketer knows the answer—it depends! An effective Super Bowl commercial can launch a brand from obscurity to a household name… An ineffective Super Bowl commercial won’t move the needle at all, save perhaps a temporary ego boost to the c-suites involved who got to attend as part of the deal.”
She argues that some brands would be better off investing in activations around the Super Bowl rather than in a direct ad buy. “Fenty sales skyrocketed when Rihanna activated on Instagram alongside her (volunteer, that’s right, those artists don’t get paid) halftime performance. She reaped the financial rewards that responsible marketers who boldly and independently consider the big picture always do.”
Alternative Strategies: Social Media and Real-Time Engagement
Not all marketing leaders believe a Super Bowl ad is a necessary investment. Shaun Walker, Creative Director and Co-Founder of HEROfarm Marketing & Public Relations, recalls an old lesson from a professor: “If any of us ever recommended a Super Bowl ad to a client, he’d track us down and hit us over the head.” Walker points out that brands can often get greater visibility through social media for a fraction of the cost. “Oreo’s now-famous ‘Dunk in the Dark’ tweet during the 2013 Super Bowl cost them next to nothing, yet became the marketing story of the night.”
He also highlights how social media has changed the way fans engage with brands: “Nowadays, most fans have their phones in hand during games, scrolling through social media to comment on the teams, commercials, halftime show, and even the snacks at their Super Bowl party. Brands that can tap into that conversation in a timely and authentic way often win big without spending millions.”
The Verdict: Super Bowl Ad or Smarter Alternatives?
The consensus among marketing professionals is clear: a Super Bowl ad can be a goldmine or a financial drain, depending on how it’s executed. If a brand treats it as just a media buy, the cost may not be worth it. However, if it is part of a larger, well-planned marketing strategy that builds pre-game anticipation, maximizes earned media, and drives post-game engagement, then the investment can pay off exponentially.
As Carlton sums it up, “Brands that see a Super Bowl ad as more than just a media buy—but as an opportunity to create a cultural moment—are the ones that make their multi-million-dollar investment truly pay off.”
For those without a clear strategy, Bakare offers a simple rule of thumb: “If there’s a defensible argument your Super Bowl campaign will net ROI? Dive in. If there’s a hope and a prayer, I can think of many other ways to give your C-suites that fun ego boost without breaking the bank.”