The economics of Super Bowl advertising: Marketing during the NFL’s biggest game continues to command premium prices, with costs for 30-second air time increasing from $7 million in 2024 to $8 million in 2025.
- Market research firm Cint’s survey of 300 adults reveals that 61% are likely to change their brand perception based on Super Bowl advertisements
- 41% of respondents maintain a very favorable view of brands that advertise during the game
- Food and beverage companies traditionally dominate Super Bowl advertising, but tech companies are making significant inroads this year
AI companies making their mark: Major technology companies are leveraging the Super Bowl platform to showcase their AI capabilities and products.
- OpenAI is making its Super Bowl advertising debut amid increasing competition from companies like DeepSeek AI
- Google is promoting its Gemini 2.0 AI model, though it faced early setbacks with factual inaccuracies in its promotional content
- Meta is featuring AI-powered Ray-Ban smart glasses in an ad starring Chris Pratt and Chris Hemsworth
- Salesforce returns with Matthew McConaughey promoting its AI agent, Agentforce
Notable AI-driven campaigns: Traditional companies are incorporating artificial intelligence into their Super Bowl marketing strategies.
- Booking.com’s advertisement features The Muppets while subtly highlighting AI-powered travel recommendations
- GoDaddy’s “Act Like You Know” campaign, starring Walton Goggins, promotes its AI website builder, GoDaddy Airo
- These campaigns demonstrate how AI is being integrated into mainstream marketing messages while maintaining brand identity
Competitive dynamics: The AI landscape is becoming increasingly competitive, with new players challenging established companies.
- DeepSeek AI’s assistant app achieved 16 million downloads in its first 18 days, outpacing ChatGPT’s 9 million during the same period
- The app has topped both Apple App Store and Google Play Store charts
- This competition is driving established companies to increase their marketing efforts and brand visibility
Market implications: While Super Bowl advertising promises significant exposure for AI companies and technologies, questions remain about return on investment.
- The substantial investment in Super Bowl advertising reflects the growing importance of AI in mainstream consumer products and services
- Success metrics will likely extend beyond immediate revenue impact to include broader brand awareness and market positioning
- The prominence of AI-focused advertising at this year’s Super Bowl signals a shift in how technology companies approach mass-market advertising
Looking beyond the hype: The Super Bowl’s AI advertising push represents a significant moment in technology marketing, but effectiveness metrics will be crucial for determining future investment levels in high-profile advertising slots.
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