As the Philadelphia Eagles and Kansas City Chiefs prepare to face off in Super Bowl LIX, advertisers are also gearing up for their moment in the spotlight. With 120 million viewers expected, brands will spend nearly $8 million on average for a 30-second commercial during the 2025 broadcast.
But why are companies willing to shell out millions, and what makes these ads so impactful? Here’s a breakdown of the costs, history, and strategies behind Super Bowl advertising.
How Much Do Super Bowl 2025 Ads Cost?
For Super Bowl LIX, brands are paying close to $8 million for a 30-second commercial spot, according to Peter Bray, founder of ad agency Bray & Co. This marks a significant increase from past years:
- 2024: $7 million per 30-second spot
- 2023: $7 million
- 2019: $5 million
With 51 minutes of ad time sold for this year’s game, total advertising sales are expected to reach hundreds of millions of dollars, with projections that Super Bowl ad revenue could hit $1 billion within the next three years.
“In three years, it’s going to hit a billion dollars in ad sales. That has never before happened on the planet,” said Bray.
Why Are Super Bowl Ads So Expensive?
The Super Bowl isn’t just football’s biggest stage—it’s also the “Super Bowl” for advertisers. With more than 120 million viewers tuning in to watch, it’s one of the few remaining events where brands can reach a massive audience at once.
Bray explains that in today’s fragmented media landscape, it’s difficult to find an audience of this size outside the Super Bowl. While brands can advertise on platforms like TikTok or Instagram, these audiences often overlap, leading to diminished returns. Super Bowl ads provide a “cultural moment” where viewers collectively experience the same content.
“Social media has made the Super Bowl more important than ever,” Bray said. “Everyone’s talking about the ads, sharing them, and creating additional exposure beyond the initial broadcast.”
The Power of Humor, Emotion, and Celebrity Cameos
To capture attention, many brands turn to humor, emotional storytelling, or high-profile celebrity endorsements. Comedic ads are particularly popular because they offer a “safe” route that avoids polarizing or controversial topics.
“There’s more celebrities being used than ever,” Bray noted. Depending on their level of fame, celebrity appearances can cost anywhere from under $50,000 for a brief cameo to millions of dollars. Most top-tier stars are paid around $2 million for their roles, but some command much higher fees.
For example, Ben Affleck earned nearly $10 million for his role in a 2024 Dunkin’ ad, making him one of the highest-paid celebrities for a Super Bowl spot.
Dunkin’s Success with Ben Affleck
Dunkin’ has become a standout player in recent Super Bowls, thanks in part to its collaborations with Ben Affleck, a Boston native and self-proclaimed Dunkin’ fan. The company’s 2023 ad, featuring Affleck and his then-wife Jennifer Lopez, earned 7 billion impressions after its initial airing.
Dunkin’s success continued with a 2024 Super Bowl ad featuring Affleck, Matt Damon, and Tom Brady as part of a fictional rap group called The DunKings, wearing bright orange and pink tracksuits. The comedic campaign resonated with audiences and helped sell out Dunkin’s promotional track suits.
This year, Dunkin’ is back for its third collaboration with Affleck, featuring Casey Affleck and “Succession” star Jeremy Strong. According to Bray, Dunkin’s ability to match celebrities’ real-life personas with the brand is what makes the ads so effective.
“Ben Affleck isn’t just an actor in these commercials—he’s a fan of the product. That authenticity connects with viewers,” Bray said.
How Much Have Super Bowl Ad Prices Increased Over Time?
Super Bowl advertising costs have risen steadily since the first game in 1967, when a 30-second ad cost:
- NBC: $37,500
- CBS: $42,500
Over the years, ad prices have climbed as the game’s popularity has grown:
- 1995: $1 million
- 2017: $5 million
- 2023-2024: $7 million
- 2025: $8 million
If current trends continue, ad prices could surpass $10 million for a 30-second spot within a few years.
Most Expensive and Cheapest Super Bowl Ads Ever
Most Expensive: Amazon’s “Mind Reader” (2022)
- Cost: $26 million
- Details: The 90-second ad featured Scarlett Johansson and Colin Jost humorously imagining what life would be like if Amazon’s Alexa could read minds.
Cheapest: LifeMinders.com (2000)
- Cost: Less than $5,000
- Details: Created by three internal freelancers, this low-budget ad for personalized email services managed to draw 700,000 website visits in the week following its airing. However, the company eventually went out of business.
Despite the high price tag, Super Bowl commercials provide a unique opportunity for brands to create lasting cultural impact and reach millions of viewers simultaneously. Successful campaigns, like Dunkin’s partnership with Ben Affleck, can generate billions of impressions, spark social media discussions, and drive long-term brand recognition.
As the Super Bowl continues to grow in viewership and importance, it’s likely that advertisers will keep investing in these high-stakes spots, knowing that the return on investment extends beyond the game itself.
