This year’s Super Bowl promises a fresh wave of celebrity-filled commercials. But as the costs rise, brands are being more careful about their marketing budgets.
Recent surveys of marketing executives show a shift in how companies are spending for the big game. The price for a 30-second ad slot on NBC has skyrocketed to over $10 million for late buyers, with most advertisers paying around $8 million. This inflation is reshaping the talent pool as brands tighten their belts.
According to Tim Curtis, a senior partner at WME, many brands are adjusting their talent budgets. They’re opting to pay less but still maintain star power. “The days of $10 million payouts are mostly over,” he explains. A-listers now typically earn between $3 million and $5 million for a Super Bowl ad. Many companies are even choosing ensemble casts over single stars to maximize their visibility and appeal across different demographics. With a mix of influencers, actors, and musicians, these groups can tap into varying audience interests.
Carol Goll from Range Media Partners notes that this trend allows brands to reach a broader demographic by combining established names with fresh faces, like up-and-coming content creators. This approach not only stretches budgets but also creates engaging, diverse ad campaigns.
Interestingly, there’s a rise in ads featuring AI themes. Companies are leveraging AI to craft their commercials, sometimes even sparking debates within the tech community. For example, OpenAI and Anthropic have found themselves in a public spat over their Super Bowl ads, illustrating the growing influence of technology in marketing.
Speaking of technology, Kenny Gold of Deloitte Digital believes this year’s ads may be the first to fully utilize AI in storytelling across various platforms. But he emphasizes that human creativity remains crucial in delivering effective ads. Kerry Benson from Kantar also highlights that humor and emotional depth continue to be essential for memorable spots.
According to data from iSpot, 70% of Super Bowl ads now feature celebrities—a significant jump from just 30% in 2018. Just like actors want to be part of this cultural phenomenon, brands see the Super Bowl as a golden opportunity. “This is a chance to move from a little-known brand to a household name in one night,” notes Zachariah Reitano, CEO of Ro.
Despite rising costs, companies see great value in Super Bowl advertising. Chris Hart from UTA points out that no other platform offers such a large audience in one go.
As excitement builds, expect a mix of nostalgia-driven ads, humor, and innovative storytelling. Whether through big-name stars or clever AI use, brands are gearing up to capture the spotlight during the most-watched event in American television.
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