Why Super Bowl Commercials Matter More Than Ever
The big game has come and gone, but the impact of Super Bowl commercials lingers far beyond the final whistle. Every year, brands spend millions for just seconds of screen time, hoping to leave a lasting impression. But with evolving digital trends, influencer marketing, and AI-driven content, will Super Bowl ads continue to hold their cultural dominance? Now that we’ve had time to reflect let’s take a look at how advertising during the Super Bowl has changed—and where it might be headed.
If you don’t follow American football, what’s the first thing that comes to mind when you think of the Super Bowl—if you think about it at all? For many, it’s not the game itself but the commercials. Even the most die-hard football fans can’t help but look forward to the clever, goofy, and stylish ads that air each year, even if they won’t admit it.
Before 1984, when Apple aired its groundbreaking ‘short film’ style advertisement—widely considered a turning point in Super Bowl advertising—non-football fans had little to look forward to besides the marching band performances at halftime. Pop artists didn’t take center stage until 1991. So, how did this niche aspect of American culture become such a phenomenon? More importantly, will it stay that way?
From TV to TikTok: How Social Media is Reshaping Super Bowl Ads
Image Credit: Fast Company
The advertising landscape has transformed dramatically in the era of social media. How often do we pay attention to commercials during our television shows? That is if any of us still have cable. Even on streaming platforms, ads are often skipped, muted, or avoided altogether with a small subscription fee. Where has advertising shifted? Just ask any millennial how often they go to the TikTok Shop every week.
Some consumers believe Super Bowl commercials will remain immune to this evolution. Others disagree. But are those convinced changes are not in sight, blind to what the future may hold for the Super Bowl and advertising in general? And what would it look like if evolution was inevitable and catered to similar brand advertisements we see on social media?
During this year’s Super Bowl, one advertisement began with a vertical screen, mimicking the look of a TikTok video. The ad’s overall gimmick was satirical humor—trying to create a commercial that looked like a TikTok video, complete with filters, likes popping up on the screen, and hashtags in the description. Compared to the other commercials during the Super Bowl, how much do we think this one cost?
Due to the high quality of cheap cameras, iPhone cameras, lighting equipment, and microphones, influencers can produce sophisticated videos, broadcasting for a wide audience for often less than $100,000. Advertisements that newer generations are more likely to watch are being produced at a fraction of the price and in a fraction of the time. You would think these DIY commercials would promote lesser-known products launched last week. Tell that to Swiffer, CeraVe, Dunkin’, and Peloton. Would the Super Bowl gravitate toward this new era of production?
Are Super Bowl Ads Still Worth the Price Tag?
Speaking of cost, USA Today reports that during the first Super Bowl in 1967, the average cost of a 30-second commercial was around $37,000 (about $350,000 if we adjust for inflation). In 2025, the average price of a 30-second spot surpassed $7 million, the most lucrative spot in Super Bowl history. That averages about $175,000 per second.
However, only in the last decade has an average Super Bowl commercial doubled in cost. But will companies and agencies continue to pay this rate? Will it remain beneficial to the product they are selling? Many promoted products don’t need any platform to be successfully sold online or in stores. Take Coca-Cola, for instance, the biggest manufacturer in the world. Do they need to spend $7 million on a Super Bowl commercial spot? That doesn’t even include the overall cost of production. Some argue they don’t need to. A successful campaign is not crucial to their business’s success, but it still adds to their overall revenue and gross income.
“What makes it worth it? There’s a variety of reasons, but I’ll focus on just a few today. To start, Super Bowl advertising is a massive reach vehicle. As a channel, it can potentially deliver over 100 million impressions. Moreover, that reach is arguably a lower bound as the message can be echoed across online platforms as well as traditional media networks. Indeed, consumers re-watch Super Bowl ads on YouTube, news outlets discuss Super Bowl ads the next day, and brands post on their social and digital channels.” – Derek Rucker, Forbes.
AI in Super Bowl Advertising: A Game-Changer or Gimmick?
Due to recent events, including inflation, technological advancements, shifting consumer behaviors, and, most importantly, cultural trends, predicting the financial future of advertising is difficult. What if there was eventually a more frugal way of developing commercials? Or what if it wasn’t about money at all? If the cultural stance on having a Super Bowl spot loses its value, the most lucrative brands in the country may lose interest. Or, the opposite could happen. What if production costs decrease due to AI?
“And then there’s the question of who will define influence in this new landscape. For years, Super Bowl commercials have relied on celebrity cameos to create instant cultural impact. But as technology advances, brands will have the ability to design their own ambassadors—digital personalities built to engage across platforms, evolve over time, and represent a brand with consistency, adaptability, and longevity in ways human spokespeople never could.
This isn’t just a novelty—it’s a shift in how brands build relationships. AI-generated personalities could interact directly with fans, customize responses in real-time, and extend beyond a single campaign, creating continuity in brand storytelling. Even nostalgia will take on new dimensions, with legendary athletes or cultural icons digitally reimagined to bridge past and present. The question isn’t whether AI can create believable digital figures—it’s how creatives will use them to expand storytelling and deepen audience connection.” – Anthony Yell, Razorfish.
AI’s presence in advertising is already increasing. This year, OpenAI made its Super Bowl debut—not with a standard 30-second commercial, but with a 60-second spot. Developed under OpenAI’s CMO Kate Rouch, the ad recalls historical milestones such as the moon landing and the first email sent, all told through pointillism animation. While the commercial avoids mentioning “superintelligence” or “AGI,” reactions to it varied. Some see it as a creative shift in Super Bowl advertising, while others question whether AI-powered companies like OpenAI will eventually dominate commercial production. Will AI simplify tedious jobs while leaving creativity untouched, or will it take charge of both? What will technology be capable of by this time next year?
The Future of Super Bowl Ads: Will They Survive the Digital Shift?
Looking ahead, what do you think the average cost of a Super Bowl commercial will be in the next ten years? Will commercials cater to the modern-day advertising landscape, shifting toward influencer-style ads? Or will they lose their spark altogether? Will AI play a role in production, or will it consume this portion of the event entirely?
For now, Super Bowl commercials remain nostalgic, comedic, and filled with celebrity cameos, just as they have for much of the past generation. Where do you think this part of American football culture will head? Did this year’s Super Bowl ads live up to your expectations? Have you noticed changes in the typical genre and overall sentiment in recent years?
Let’s see if we notice a culture shift in the 2026 Super Bowl.
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