10 better ways to spend your advertising budget than a Super Bowl commercial

Each year, as February approaches, the marketing world fixates on one number: the cost of a 30-second Super Bowl commercial.

In 2025, that figure has surpassed the $7 million mark, with at least 10 ad spots sold for over $8m, according to CNN. This sum, if deployed differently, could bankroll an entire season of sponsorship activations. 

Beyond the astronomical cost of media placement, Super Bowl ads also demand significant production budgets. A-list celebrities, renowned directors, cutting-edge visual effects, exotic filming locations, and extensive post-production enhancements drive up costs, sometimes doubling or tripling the initial media spend. Brands eager to stand out in a crowded advertising lineup also often recruit Hollywood talent, chart-topping musicians, or sports icons, each commanding multi-million-dollar fees. The result? A single 30-second spot can easily surpass $20 million in total investment.

While these ads can generate enormous buzz, the associated costs mean that only brands with deep pockets and a long-term marketing vision can truly capitalize on the investment. For brands weighing the decision, the question isn’t just about cost but about value: Is a Super Bowl ad a strategic investment or a moment of corporate indulgence?

The fleeting reality of Super Bowl ads

Despite the millions poured into production and media placement, Super Bowl ads often suffer from fleeting recall. The 2024 edition featured some of the most ambitious commercials in recent history—brands enlisted Hollywood’s biggest names, leveraged nostalgic reboots, and crafted elaborate, visually stunning narratives. According to the 36th USA TODAY Ad Meter competition, which ranks the Super Bowl commercials each year, the best ads were: 

1. "Like a Good Neighbaaa," State Farm

2. "The DunKings," Dunkin'

3. Perfect 10 | The Kia EV9, Kia

4. "Worth Remembering," Uber Eats

5. "Born to Play," NFL

6. "Hard Knocks: A Dove Super Bowl Film," Dove

7. "Talkin’ Like Walken," BMW

8. "Old School Delivery," Budweiser

9. "Can’t B Broken," Verizon

10. "Dina & Mita," Doritos

While these ads dominated social media conversations for a few days, how many can the average consumer recall today?

The reality is that, despite their creative brilliance and the short-term buzz they generate, many Super Bowl commercials fade from public consciousness within weeks. This raises a critical question for brands: is a brief, high-profile splash worth the investment, or would sustained engagement through alternative sponsorships yield a stronger return?

Better ways to advertise around sport

For many brands, particularly those with niche audiences, performance-driven strategies, or a focus on sustained engagement, a single Super Bowl ad may not be the wisest use of a marketing budget. That same $7 million can unlock a host of other opportunities:

1. The sleeve sponsor of most clubs in the top 5 leagues in Europe. This provides year-round exposure to global football audiences, ensuring visibility in domestic and international competitions.

2. A mid-tier sponsorship of any Formula 1 team. This offers high-speed brand association, hospitality benefits, and access to an affluent, tech-savvy audience.

3. A mid-tier sponsorship of Wimbledon, Australian Open, Roland-Garros, or US Open. These Grand Slam tournaments grant association with elite sportsmanship, global television exposure, and premium fan engagement.

4. The highest sponsorship level of any USA Winter Olympic NGB (and most Summer). This investment supports national athletes and aligns brands with patriotism, performance, and Olympic values.

5. Endorse any footballer in the world. This ensures a personal, influential brand advocate whose presence on and off the pitch generates immense exposure.

6. Hire over 100 Olympic athletes (Summer and/or Winter). This creates a diversified endorsement strategy, associating the brand with elite athleticism, perseverance, and international representation.

7. Naming Rights to any football stadium in Latin America. This secures long-term brand visibility, emotional fan attachment, and constant media mentions in one of the most passionate football markets.

8. A mid-tier sponsorship of 10 Music Festivals with cumulative attendance larger than the Super Bowl. This taps into engaged, youthful audiences while creating experiential brand moments.

9. The highest level of sponsorship of any e-sports team. This positions the brand at the heart of a fast-growing digital entertainment industry, reaching millions of engaged gamers worldwide.

10. Brand integration in 10+ movies with cumulative attendance larger than the Super Bowl. This embeds the brand within storytelling narratives, creating organic, long-lasting engagement with diverse audiences.

The Super Bowl remains the ultimate high-stakes marketing platform. For brands seeking cultural relevance, maximum reach, and a powerful moment in the spotlight, the investment can be justified. But for companies prioritizing engagement, longevity, and precision, a diversified sponsorship strategy may be the smarter play. In the end, the best marketing spend isn’t about the biggest audience—it’s about the right audience.

Go Deeper: Watch this year’s Super Bowl ads

The pros and cons

When executed effectively and for the right business reasons, a Super Bowl commercial can create not only consumer engagement but also impact many other important stakeholders.

A Super Bowl ad is a bold statement to the market, investors, and competitors. It signals that a brand is doing very well, it is influential, and financially strong. Companies that appear in the Super Bowl communicate their dominance in their industry, reinforcing their image as leaders who can afford the world’s most expensive advertising slot. This can positively impact investor confidence, as it demonstrates a brand’s commitment to maintaining a strong presence in the cultural mainstream.

Beyond external perception, Super Bowl advertising also boosts morale internally. Employees take pride in seeing their company showcased on one of the biggest stages in the world, which can enhance loyalty and motivation. Customers, too, often feel validated in their choice of brand, reinforcing affinity and pride in association. 

There is a significant monetary value in creating that much goodwill across different areas of the business. Here is where the good CMOs can drive value in their functions and beyond. 

And then there’s the flipside.

A Super Bowl ad may not be the best choice if:

• Your brand needs targeted reach: If your core audience is highly specific (B2B, luxury, niche tech), broad national exposure may not deliver an efficient return.

• You can’t support it with a broader campaign: A standalone Super Bowl ad, without additional media and activation spend, often gets lost in the noise.

• Your budget can work harder elsewhere: If the $7 million represents a significant portion of your annual marketing budget, diversifying the investment may yield better results.

But for most people it’s not a decision they will ever have to make.

We just get to enjoy the game instead.