How to buy a Super Bowl ad (and what to buy on a budget)

The Super Bowl isn’t just a game; it’s the biggest stage for brands to tell their story. 

The 2024 edition of the “big game” was watched by more than 123 million people, making it the second most-watched U.S. television broadcast ever, behind the Apollo 11 moon landing in 1969. 

This annual spectacle brings together millions of viewers, not just for the big game but also for the commercials that spark conversation long after the final whistle. But is investing in a Super Bowl ad slot the right move for your brand? 

According to Total Ad Revenue, while exact figures for 2025 are not yet available, Super Bowl LVII generated a record $600 million in ad revenue, indicating the significant financial stakes associated with Super Bowl advertising.

In this article, I’ll explore whether buying a Super Bowl ad is worth it, the different ad types, budget considerations, how to purchase a slot and alternative options.

"The Super Bowl has become the Oscars of the advertising world. It's where the most creative and bold ideas come to life for an audience of millions."

– David Droga, Founder of Droga5

Investing in a Super Bowl ad isn’t for every brand. Before making the leap, evaluate your fit with this checklist of questions:

1. Significant budget: Does your brand have the funds for a multi-million-dollar slot plus production costs? Super Bowl advertising requires a substantial financial commitment, and brands need to assess whether they can allocate these resources without straining other marketing efforts.

2. Mass appeal: Can your product or service capture the interest of a diverse audience? The Super Bowl attracts viewers from various demographics, so ads must resonate broadly to make the investment worthwhile.

3. Brand readiness: Is your brand positioned to handle the visibility and potential demand surge? A successful ad can lead to increased website traffic, product demand and public scrutiny. Ensure your team is prepared for these outcomes.

4. Campaign goal alignment: Does a Super Bowl ad align with your long-term marketing goals? Whether you’re aiming for brand awareness, product launches or repositioning, the campaign’s objectives should justify the investment.

5. Creative resources: Do you have access to a creative team capable of producing a standout commercial? Competing on creativity and execution is critical in a lineup filled with memorable ads.

Additionally, timing and market conditions can influence the decision. Brands launching a new product or entering a competitive category may benefit more from the exposure than those without a compelling story to tell.

When choosing a Super Bowl ad, there are several formats to consider:

Traditional commercials: 

These 30- or 60-second spots are a staple of the Super Bowl. For example, Budweiser’s iconic Clydesdale horse commercials have become a beloved tradition, embodying emotion and storytelling.

Partnership integrations: 

Collaborate with sponsors or co-branded content opportunities. For instance, Pepsi has frequently partnered with the NFL to sponsor the halftime show, blending branding with entertainment.

Interactive ads: 

Encourage viewers to engage through apps or QR codes. Coinbase’s minimalist QR code ad in 2022 drew massive attention and website traffic.

Teasers and follow-ups: 

Extend your campaign’s impact by releasing teaser ads before the game and follow-ups afterward. Marvel Studios, for example, often teases blockbuster trailers during the Super Bowl, building hype for upcoming films.

Super Bowl ad costs can reach $7 million for a 30-second slot, but that’s just the starting point. Here’s a breakdown of what to account for when planning your budget:

1. Slot purchase: The largest cost of securing a Super Bowl ad is the ad slot itself, which can range between $6 million and $7 million for 30 seconds, depending on the year and demand.

2. Ad production: High-quality production can add upwards of another $1 million or more. Costs vary based on complexity, celebrity endorsements, CGI and other elements.

3. Amplification: To extend the ad’s reach through digital campaigns, social media promotions, and teaser ads can require an additional $1 million or more as well, depending on how far of a reach you’re going for.

4. Post-game analytics: After a campaign this huge, funds should also be allocated for measuring your campaign’s performance, which could involve tools, agencies or in-house resources.

5. Contingency budget: Consider also setting aside 10–15% of your total budget for unexpected costs like last-minute edits or increased media buys.

Here’s a step-by-step guide to purchasing a Super Bowl ad slot:

1. Contact the hosting network: Identify which network is airing the Super Bowl (CBS, NBC or FOX) and establish contact with their sales team. It’s important to start this process as early as possible, as slots often sell out many months in advance. For this year’ Super Bowl, FOX has already sold out of ad slots.  

2. Secure a media buyer: Work with a professional media buying agency to navigate the bidding process and negotiate favorable terms. Their expertise can help ensure you secure the best possible slot.

3. Negotiate pricing and placement: Discuss the ad’s duration, placement during the game (e.g., pre-game, halftime or fourth quarter) and any exclusivity agreements. Prime slots typically cost more but offer higher visibility.

4. Prepare for legal and compliance checks: Ensure your ad adheres to network, FCC and NFL guidelines. This includes vetting content for appropriateness and securing necessary approvals.

5. Finalize the contract: Once terms are agreed upon, sign the contract and confirm all deliverables.

6. Develop and submit the ad: Work with your creative team to produce a compelling ad and research their concepts with consumers to optimize. Networks typically require final submissions weeks before the game for review and approval.

By working with experienced professionals and planning ahead, you can navigate the complexities of buying a Super Bowl ad slot with confidence.

Pre-testing your ad with consumers is essential to ensure it resonates. By evaluating creative concepts and messaging before the big day, you can identify what works and refine elements that fall flat. 

Consumer insights can reveal whether your ad elicits the desired emotional response, aligns with your brand identity and connects with the intended audience. Skipping this step risks missing the mark and squandering a significant investment.

Zappi’s pre-launch ad testing tools are a great way to help determine if your ad concept resonates with target audiences — from initial storyboard sketches to full creative designs. 

With Zappi’s Advertising System, you can test creative ideas, measure potential ROI and gauge audience fit as well as optimize for your target audience. 

“Since partnering with Zappi, our creative effectiveness has improved by 30% across all our advertising. This equates to PepsiCo gaining hundreds of millions in value!”

– Stephan Gans, SVP Chief Consumer Insights & Analytics Officer, PepsiCo

For example, you can analyze how your ad performs across different demographics and adjust messaging to ensure maximum impact. By leveraging these consumer insights, you can confidently decide if your ad (especially a Super Bowl ad) aligns with your brand, audience and delivers the intended outcomes.

If a Super Bowl ad feels out of reach or simply isn’t the right move for your brand at this time, consider these alternatives:

1. Social media blitz

Use trending hashtags to join Super Bowl conversations. For example, brands like Oreo have capitalized on real-time events, such as their famous "Dunk in the Dark" tweet during a Super Bowl blackout, generating massive engagement without a TV spot.

2. Digital ads

Run YouTube or streaming service ads targeting football fans. In 2021, Mountain Dew promoted its "Major Melon" flavor with interactive YouTube ads that complemented its Super Bowl TV campaign.

3. Guerrilla marketing

Create attention-grabbing, budget-friendly stunts timed to the event. For instance, Avocados from Mexico hosted pop-up experiences and leveraged social media to amplify their reach during Super Bowl week.

4. Influencer collaborations 

Partner with influencers for game-related content. Brands like Buffalo Wild Wings have worked with sports influencers to create engaging content tied to the Super Bowl, driving awareness and engagement.

5. Fan competitions

While they are known for their iconic Super Bowl ads, Doritos has also engaged audiences through their Crash the Super Bowl contest, where fans created and submitted their own commercials. 

This approach not only saved on production costs but also generated buzz and consumer engagement well before the game.

6. Watch party sponsorships

Sponsor local Super Bowl events to connect directly with your audience. For example, Bud Light has hosted branded watch parties in key markets, bringing fans together under their banner without requiring a costly TV ad.

These strategies can capture attention without requiring a multi-million-dollar investment.

A Super Bowl ad is a significant opportunity — but it’s not for everyone. 

By assessing your brand’s readiness, leveraging tools like Zappi for data-driven consumer insights and exploring creative alternatives, you can ensure your marketing dollars are spent wisely. But whether you’re airing during the big game or engaging your audience through alternative tactics, there’s no shortage of ways to win on Super Bowl Sunday.