Super Bowl ads are more than just breaks between gameplay during the biggest sporting event of the year: they offer a glimpse of the country’s zeitgeist, along with how major industries are faring.
Large advertisements adorn buildings and electronic billboards leading up to the NFL Super Bowl LVII football game in Phoenix, Feb. 3, 2023.
Their prize? The chance to capture the attention of more than 100 million viewers expected to tune in for the big game. This price of entry is steep: some advertisers are paying more than $7 million for a 30-second spot, and that doesn’t include the cost of making the ad itself.This year, viewers can expect stars galore, light humor and catchy songs.
“If you use celebrity in a smart way, it’s huge,” said Rich Weinstein, a professor at VCU Brandcenter. “But with all of these celebrities, are people going to remember who each celebrity is attached to?”