- Research how many people watch the Super Bowl and the respective Commercials. Then, research the expected company Return on Investment for commercials aired during the game.
- In your opinion, was there one commercial that stood out as the best or most influential of the bunch? Describe what made it stand out compared to the others (provide at least one comparison).
- Were there other market issues or cultural influences in that specific year that made the commercial have significant meaning? What was that meaning, and how does it enhance the influence of customers to buy the product?
Super Bowl Viewership & Commercial Reach
The Super Bowl consistently ranks as the most-watched television event in the United States.
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Viewership (Recent Years):
- Super Bowl LVIII (2024): 123.4 million viewers (most-watched ever).
- Super Bowl LVII (2023): 115.1 million viewers.
- Super Bowl LVI (2022): 112.3 million viewers.
- Super Bowl LV (2021): 96.4 million viewers (lower due to pandemic impact).
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Commercial Reach:
- Advertisers pay upwards of $7 million for a 30-second ad (2024).
- Estimated that 100+ million viewers actively watch the commercials.
- Social media and online replays significantly extend commercial impact.
Expected ROI for Super Bowl Commercials
While difficult to quantify precisely, companies airing Super Bowl ads generally seek:
- Brand awareness boost: Studies suggest that Super Bowl commercials increase brand awareness by 38% on average.
- Immediate sales impact: Some brands, especially food & beverage, see a 10-20% increase in sales post-game.
- Long-term brand engagement: Companies benefit from extended viral exposure on YouTube, TikTok, and social media.
Example ROI:
- Pepsi (Halftime Sponsorship): Increased social engagement but struggled to correlate with direct sales.
- Doritos (User-Generated Ads): Often among the most memorable, leading to increased sales spikes post-Super Bowl.
Best or Most Influential Commercial of the Year
One standout commercial from Super Bowl LVIII (2024) was “CeraVe – Michael Cera”.
- Why it Stood Out:
- Unexpected humor and clever play on words (Michael Cera + CeraVe).
- Compared to Others: Outshined many traditional, serious commercials (e.g., Dunkin’s Ben Affleck & Matt Damon ad).
- Became viral on social media, with meme culture extending its reach beyond the game.
Cultural & Market Influences That Made It Significant
- Influence of Viral Marketing: Super Bowl LVIII had a huge TikTok and meme-driven culture, making humor and self-awareness more effective.
- Shift to Gen Z Appeal: Unlike traditional ads, this commercial directly appealed to younger audiences who value humor and relatability over celebrity-packed ads.
- Consumer Trust & Authenticity: In contrast to traditional beauty/skincare ads, the CeraVe campaign didn’t rely on “science-heavy” messaging but instead leveraged humor, which resonated with a distrustful audience wary of marketing exaggerations.
Conclusion
The Super Bowl remains the ultimate marketing event, but companies must be strategic to justify the enormous cost. The most successful commercials capture cultural moments, resonate with their audience, and generate viral traction beyond the game. CeraVe’s ad excelled in these areas, making it one of the most impactful of 2024.