Every year, the Super Bowl isn't just the biggest night in football—it's also the biggest stage for advertisers. With ad slots costing a record-breaking $8 million for a 30-second spot in 2025, brands are betting big on capturing audience attention. But does the massive investment actually pay off? Let's break down the branding power and return on investment (ROI) of Super Bowl advertising.
The Reach: A Massive Audience, But is it Engaged?
The Super Bowl draws in an estimated 115 million viewers, making it one of the most-watched television events of the year. This unmatched reach means brands can introduce themselves to millions of potential customers in a single night. However, with so many commercials airing back-to-back, standing out isn't guaranteed.
Brand Awareness vs. Immediate Sales
For most brands, the goal of a Super Bowl ad isn't instant sales—it's brand awareness. Some of the most memorable commercials in history weren't focused on immediate conversions but rather on embedding their brand into pop culture.
But does awareness alone justify the price tag? According to a Kantar study, Super Bowl ads delivered an average return on investment (ROI) of $4.60 per dollar spent, with many brands achieving double-digit returns. The brands that see a true ROI are those that integrate their ad into a larger marketing strategy—leveraging social media, influencer engagement, and follow-up campaigns.
Winners & Losers: Who Got Their Money's Worth?
✅ Budweiser (2025): Budweiser's "First Delivery" commercial for Budweiser won USA Today's Ad Meter competition during the 2025 Super Bowl, receiving the highest ratings out of 173,000 votes. This 30-second ad features a clever workhorse delivering a forgotten keg, harking back to Budweiser's tradition of using Clydesdale horses in their marketing since the 1930s.
❌ Quibi (2020): The now-defunct streaming service spent millions on a Super Bowl ad to gain subscribers, but it failed to build lasting engagement. The company shut down just six months later, proving that even a Super Bowl ad can't save a bad product-market fit.
The Modern Play: Digital & Social Extensions
A Super Bowl commercial is no longer just about the 30-second TV slot—it's about the conversation it sparks. Brands that integrate their Super Bowl ads into a multi-channel strategy—releasing teasers on social media, leveraging influencers, and extending the campaign post-game—get far more return on their investment.
Should Small Businesses Invest in Super Bowl-Level Marketing?
While most small to midsize businesses don't have $8 million to spare on a TV ad, the lessons from Super Bowl marketing are still valuable:
Storytelling is key: A compelling brand message always wins.
Engagement beats exposure: Viral, well-timed content can outperform expensive campaigns.
Multi-channel marketing works: Combining social media, digital ads, and customer engagement creates lasting impact
Want Super Bowl-Level Branding Without the Super Bowl Price Tag?
At GlueBug, we specialize in high-impact branding, marketing, and design services that help businesses stand out—without needing a multi-million-dollar ad budget. Whether you need a website, business cards, or social media graphics that drive engagement, or a rebrand that makes a statement, we're here to help.