Companies are shelling out millions of dollars to advertise their brands and products during Super Bowl LVIII with 30-second ads costing up to $7 million.
Super Bowl LVIII Commercials: This year's game airs on CBS and Nickelodeon, two units owned by Paramount Global (PARA ), and will stream on Paramount+. The inclusion of the game on two channels could bring additional revenue for the media company, with the Nickelodeon telecast cutting out certain types of ads that won't be aired to the kid-friendly audience.
Paramount previously reported that 70% of its ads were sold ahead of the 2023 NFL season. There are several trends to watch for during this year's ads.
One trend is the inclusion of celebrities in Super Bowl commercials. A report from iSpot cited by Deadline shows that the percentage of Super Bowl commercials with celebrities was 67% last year.
While the percentage was above 70% in both 2020 and 2022, back in 2010, the rate of Super Bowl ads with celebrities was 31% - less than one-third of all ads.
Brands are also hoping to capitalize on the so-called Taylor Swift effect. Swift's presence throughout the Chiefs' 2023 regular season and playoff games helped boost viewership.
The "Anti-Hero" singer is expected to help Super Bowl LVIII set new viewership records by inspiring Swift fans to tune in. Several beauty products companies are reportedly betting big on the Super Bowl, according to Front Office Space
L'Oreal's NYX Professional Makeup, for example, will air its first-ever Super Bowl commercial. E.l.f Cosmetics, which is part of E.L.F. Beauty (ELF ), will also air a Super Bowl commercial. Its first Super Bowl ad debuted last year.
Dove, owned by Unilever plc (UL ), will air its first Super Bowl commercial in 18 years with an ad promoting body confidence in girls.
Here's a look at other companies with commercials.
Anheuser-Busch InBev (BUD ): The beer company is no stranger to Super Bowl commercials, airing past ads that fans have enjoyed and often discussed for years. This year's Super Bowl will see the beer company with an ad for its Bud Light brand in an attempt to help sales rebound. The company will also feature Budweiser in an ad and have a Michelob Ultra ad that features soccer superstar Lionel Messi.
Molson Coors Beverage Company (TAP ): The beer company is also advertising during Super Bowl LVIII, which comes as it gained market share from struggling Bud Light. The company said earlier that it would feature its Coors Light brand in a Super Bowl ad calling it the "perfect brand to bring more chill when the heat is on at the biggest stage in sports."
Flutter Entertainment (FLUT ): The company's FanDuel unit will once again advertise during the game with former NFL star Rob Gronkowski attempting to kick a field goal in a commercial and customers predicting the outcome. FanDuel's rival, sportsbook DraftKings Inc (DKNG ), is opting not to have an ad after three consecutive years of commercials in the big game.
BetMGM: A sportsbook joint venture from MGM Resorts International (MGM ) and Entain will have a Super Bowl commercial featuring Tom Brady, Wayne Gretzky and Vince Vaughn.
PepsiCo (PEP ): The Starry drink brand from PepsiCo heats up its advertising efforts with a Super Bowl commercial featuring rapper Ice Spice. The brand debuted in January 2023 replacing Sierra Mist. Pepsi will have several ads in the Super Bowl, with another spot highlighting its Mountain Dew Baja Blast with actress Aubrey Plaza.
E-Trade: The E-Trade baby is back once again with the brand owned by Morgan Stanley (MS ) bringing back the iconic character who will now appear in a third straight game. This year's ad sees the talking babies playing against adults in a game of pickleball.
Booking Holdings (BKNG ): Booking.com will utilize celebrities including Tina Fey, Jane Krakowski and Glenn Close in a Super Bowl ad.
Uber Technologies (UBER ): Uber Eats has a star-studded commercial planned. Expect to see David Beckham, Victoria Beckham, Jelly Roll, and "Friends" stars Jennifer Aniston and David Schwimmer.
Alphabet Inc (GOOG ) (GOOGL ): Google will show off its Pixel 8 phone. The tech giant will likely highlight the phone's artificial intelligence capabilities.
Etsy Inc (ETSY ): The e-commerce operator highlights its Gift Mode in a Super Bowl ad. The service uses generative artificial intelligence to help highlight gift ideas for users.
Popeye's: The restaurant chain owned by Restaurant Brands International (QSR ) cast Ken Jeong as cryogenically frozen man from 1972. He awakens to find that the company added chicken wings to its menu.
Squarespace Inc (SQSP ): The website creator company is no stranger to Super Bowl ads. The company landed legendary director Martin Scorsese to make his Super Bowl directing debut for its latest big game ad.
T-Mobile US (TMUS ): The mobile phone operator will once again reunite former "Scrubs" co-stars Donald Faison and Zach Braff. This year's spot also includes actor Jason Momoa.
Microsoft Corporation (MSFT ): The tech giant will highlight the use of artificial intelligence and its Copilot mobile apps in a 60-second spot.
Opendoor Technologies (OPEN ): The real estate company highlights its virtual real estate tools in a Super Bowl spot.
Snap Inc (SNAP ): Instant messaging brand Snapchat has its first-ever Super Bowl ad with an anti-social media placement of "less social media, more Snapchat."
Verizon Communications (VZ ): The communications company has a Super Bowl commercial that is speculated to have an appearance by music superstar Beyonce.
BMW (BMWYY ): The auto company will highlight its BMW i5 electric vehicle in a spot featuring Academy Award-winning actor Christopher Walken.
Volkswagen (VWAGY ): The auto company returns to the Super Bowl for the first time since 2014 with an ad highlighting its heritage with a look back at the introduction of the Beetle and the company's EV future.
Movie/TV Series Trailers: Several media companies will utilize the large viewing audience of Super Bowl LVIII to show off movie trailers. Paramount, who has the rights to the game, is expected to air trailers for "A Quiet Place: Day One," "Bob Marley: One Love" and "IF" according to Variety. Paramount will also highlight series on Paramount+ with spots including "Knuckles," "The Tiger's Apprentice," "The Family Stallone," "Halo" and "The Chi."
The Walt Disney Company (DIS ) is expected to air trailers for "Deadpool 3," "Kingdom of the Planet of the Apes" and "Inside Out 2."
Comcast Corporation (CMCSA ) is expected to have trailers for "Kung Fu Panda 4," "Twisters," "The Fall Guy" and "Wicked."
