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Super Bowl 59 is set to deliver a star-studded ad lineup, featuring celebrities, AI-focused campaigns, and record ad prices, as brands compete for attention from over 120 million viewers.
An aerial overall exterior general view of Caesars Superdome with the New Orleans skyline in the background (AP File Photo)
UPDATED: Feb 1, 2025 00:06 IST
The Super Bowl is more than just a football game. It's a cultural spectacle. On February 9, the Philadelphia Eagles will take on the Kansas City Chiefs at the Caesars Superdome in New Orleans and brands will be vying for the spotlight.
The competition for ad space was high for this year. According to Mark Evans, Fox Sports' executive vice president of ad sales, demand was so high that slots sold out by November, with a waitlist of marketers hoping to snag any last-minute openings.
And the price? A record-breaking $8 million (and even higher) for a 30-second spot -- up from last year’s reported $7 million. This has proved that the Super Bowl remains the most coveted advertising real estate in the industry.
Who’s in, who’s out?
Super Bowl ads are traditionally dominated by beverages, snacks, tech, and telecom companies. This year, expect a heavier focus on AI, with more pharmaceutical companies also joining the mix.
However, some usual players are scaling back. Movie studios and streaming services are making fewer appearances, and automakers are largely sitting this one out, with only Stellantis’ Jeep and Ram brands confirmed so far.
The wildfire effect
The unpredictable nature of advertising took a turn this year due to California’s January wildfires. State Farm pulled out to focus on relief efforts, while some other advertisers faced production delays. Fox has been accommodating, ensuring brands aren’t forced to rush their campaigns at the expense of safety.
Early ads and teasers
The ad parade has already begun. Here’s what’s been released so far:
Budweiser: A nostalgic Clydesdale foal helping with a beer delivery. Michelob Ultra: Willem Dafoe and Catherine O’Hara as pickleball hustlers. Hellmann’s: A reunion of Meg Ryan and Billy Crystal, revisiting the iconic Katz’s Deli scene from When Harry Met Sally. Uber Eats: A teaser featuring Charli XCX and Martha Stewart. Meta: Chris Hemsworth and Chris Pratt promoting Meta’s Smart Glasses.More brands
More brands are expected to drop their full-length Super Bowl commercials in the coming days. With 120+ million viewers tuning in, expect plenty of buzzworthy moments, viral campaigns, and surprise celebrity cameos.
Will these brands get their $8 million’s worth? That’s up to the audience to decide.
Published By:
indiatodayglobal
Published On:
Feb 1, 2025
