$7 million for 30 seconds: Who will be advertising in Super Bowl LVIII?

Some of the advertisers for Super Bowl LVII are already confirmed, as is the amount that CBS will pocket for a30-second ad during the most watched sporting event on national television. According to AdAge, a 30-second spot costs around $7 million. Some of the ads will run even longer.

This figure means that Super Bowl ad prices, which have been growing since 2002, have finally stagnated. The largest increase occurred after the pandemic, when from the 2021 edition to the 2022 edition the increase was estimated at $1 million, a nearly 20% jump.

These massive investments by brands for this massive event warrant the production to be up to par. These ads, lasting between 30 seconds and several minutes, are renowned for their quality, and some of the world's biggest stars have been known to participate. Brands stake a large part of their image on them, and a single Super Bowl ad could affect their perception in the following year. According to Forbes, Fox, which aired the 2023 Super Bowl, generated revenue worth $600 million from televised ads alone. This high demand for advertising space was repeated in 2024 for CBS.

New brands in the Super Bowl

This 2024, a good number of brands will make their Super Bowl debut. Not all are businesses. The Robert Kraft Foundation to Combat Antisemitism (FCAS) will also see the air this Sunday.

According to AdAge, FCAS will take advantage of this moment to raise awareness about violence against Jews in a spot featuring Clarence B. Jones, lawyer and close friend of Martin Luther King Jr.

The website and online resale company Etsy also purchased advertising space for the first time in its 18-year history. This is part of the platform's latest marketing strategy, as it seeks to be much more present on television.

These two are joined by Popeyes, Kawasaki, Lindt, OpenDoor, Starry, Drumstick, Nerds, BetMGM, Mountain Dew and Nyx.

The veterans return

Along with the brands that appear for the first time, others will be back for another year. Some are large international companies, always present in television advertising.

The German automobile brand BMW will have 60 seconds for its spot starring actor Christopher Walken. The ad will focus on the brand's latest electric vehicle.

The audience will also see a 60-minute ad for Bud Light, AB Inbev's brand collaborating with rapper and artist Post Malone for its first Super Bowl ad after the big controversy regarding Dylan Mulvaney. Budweiser, AB Inbev's other flagship beer, will have its own spot independent of Bud Light. Finally, the latest beer from this large conglomerate, Michelob Ultra, will also have an ad starring Lionel Messi.

These are followed by Volkswagen, Dove, Verizon, Oreo, Reese's, Toyota, State Farm, Booking.com, Pringle's, Oikas, E-Trade, Uber Eats, Hellman's, Doritos, DoorDash, TurboTax, FanDuel, Kia, Temu, Coors Light, M&M's, Come Nearby and Google.