Super Bowl ads hit record $8 million for 30 seconds of air time

Super Bowl LIX airs Sunday, Feb. 9, on Fox. Much like every year, most viewers will not only watch the game between the Kansas City Chiefs and the Philadelphia Eagles, but also the commercials.

Reports indicated that a 30-second ad space during the game is now selling for a record $8 million. The cost depends on the placement and duration of the ad during the game.

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How many people are expected to watch?

More than 120 million viewers are expected to tune in to watch the Super Bowl on Sunday.

Some big-name brands such as Anheuser-Busch, Pepsi, Frito-Lay and Taco Bell will try to grab viewers’ attention when there is a break in the action on the field.

The content will be familiar, including the Budweiser Clydesdales, as well as other beverage, snack and tech products.

What type of commercials will air?

Some companies have already released trailers or full commercials in advance of the big game. This includes a 30-second spot from Uber Eats.

Actor Matthew McConaughey does his best impression of legendary Chicago Bears Coach Mike Ditka and tries repeatedly to pronounce the Bears nickname.

How far in advance do companies have to buy spots?

Mark Evans, executive vice president of ad sales for Fox Sports, said space sold out in November 2024, and there is a waiting list for marketers hoping to get a slot if anybody pulls out.

The high demand has pushed prices up. By comparison, last year a 30-second spot went for $7 million during the Super Bowl.

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Are any companies sitting out this year’s ad game?

Car commercials won’t be as common this year compared to years past. Ad experts said that only Jeep and Ram products will make an appearance.

In addition, State Farm Insurance pulled its ads after the massive wildfires in Southern California left billions of dollars in damage, as well as complaints from some homeowners about canceled or lack of available coverage.