Alright, folks, let’s talk about something that might seem like just another part of Super Bowl Sunday—right up there with wings, nachos, and the halftime show—but is actually a direct window into the state of the economy, the culture, and where big business is placing its bets: Super Bowl commercials.
Every year, these high-priced, high-profile ads tell us more than just what brands have the biggest budgets. They give us a crystal-clear picture of what industries are booming, which trends are taking off, and, sometimes, what’s on its way out. Think about it: A few years ago, crypto was everywhere.
You couldn’t escape those ads with celebrities telling you to jump in (some of whom, let’s be honest, probably wish they had jumped out). Then, we saw a rise in sports-betting ads as that industry exploded. And now? Well, in 2024, it looks like the AI revolution is taking center stage.
Fox Sports’ executive VP of ad sales, Mark Evans, pretty much confirmed what most of us already suspected: AI is coming for everything, including the biggest advertising stage of the year. Expect to see some major players—think Microsoft, Google, and who knows, maybe even OpenAI or Perplexity—making their Super Bowl ad debuts, trying to make AI feel as mainstream as ordering a pizza during the third quarter.
Of course, the price to play in this game isn’t cheap. Reports suggest that some brands are shelling out over $8 million for a 30-second slot, a new record. And yet, there’s no shortage of takers. When one brand drops out (like State Farm, which pulled its ad after the L.A. fires), another eager company is ready to step in, checkbook in hand.
So, what else can viewers expect this year? Well, some classics are making a big return. Beverages? Check. Tech companies? You bet. Salty snacks? Absolutely. Financial services? More than you’d think. And in a sign of the times, pharmaceutical ads are set to make a stronger appearance than usual—perhaps sensing a need to get ahead of any potential scrutiny from figures like RFK Jr.
One category, however, is pulling back: Hollywood. Movie studios and streamers, traditionally big players in Super Bowl ad space, aren’t spending as much this time around.
It’s likely fallout from last year’s writers’ strike, combined with a major shift in how entertainment is consumed post-COVID. While these companies will still have a presence, it won’t be at the levels we’ve seen in past years.
But if you needed any more proof that live sports—particularly the NFL—are the last true must-watch TV, just look at these ad prices. In an age where on-demand streaming dominates, advertisers know that the Super Bowl is one of the last great moments where millions gather in real time. As Evans put it, it’s “a safe haven” where families and communities still come together in front of the TV.
So, whether you’re watching for the football, the commercials, or just an excuse to eat way too many wings, keep an eye on the ads this year. They’re not just entertainment—they’re a preview of what’s about to take over the world.
