Isabella Carter
Political advertising during the Super Bowl is rare due to equal-time rules and other factors. However, there have been exceptions, such as during the lead-up to the 2020 presidential election when the campaigns of President Donald Trump and Democratic Party candidate Michael Bloomberg both paid around $10 million each for ad time. The cost of Super Bowl advertising has skyrocketed over the years, with a 30-second ad costing $7 million in 2023 and reportedly surpassing the $8 million mark in 2025.
| Characteristics | Values |
|---|---|
| Cost of a 30-second ad in 2023 | $7 million |
| Cost of a 30-second ad in 2025 | $8 million |
| Cost of a 30-second ad in 1967 | $37,500 |
| Cost of a 30-second ad in 2019 | $5.2 million |
| Cost of a 30-second ad in 2020 | $10 million |
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What You'll Learn
Political advertising is usually avoided during the Super Bowl
The Super Bowl is the biggest night in advertising, with companies spending millions to capture the attention of a massive audience. The cost of advertising during the Super Bowl has skyrocketed over the years, with a 30-second ad costing $7 million in 2023 and reportedly surpassing the $8 million mark in 2025.
Despite the high costs and large audience, political advertising is typically not a significant part of Super Bowl commercials. This may be due to the equal-time rules, which require that if a campaign ad is aired, any other political campaign can demand equal time. This can be challenging to manage with multiple campaigns and limited commercial time during the Super Bowl.
Additionally, the Super Bowl aims to provide entertainment and avoid controversy. Political advertising can be divisive and may not align with the lighthearted nature of the event. Brands and advertisers are hyper-aware of the political climate and often prefer to focus on connecting with viewers through emotion, nostalgia, and shared experiences rather than political messages.
While political advertising during the Super Bowl is rare, it has happened, and it is possible that we may see more of it in the future as the cost of ad time continues to rise. However, for now, Super Bowl commercials tend to prioritize creativity, humor, and storytelling over political or issue-based content.
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The cost of Super Bowl ad time has skyrocketed
The Super Bowl is the biggest night in advertising, and companies are willing to spend millions to capture the attention of the enormous audience. The cost of Super Bowl ad time has skyrocketed since 1967 when a 30-second ad cost $37,500. In 2019, companies paid an average of $5.2 million for 30 seconds of airtime during Super Bowl LIII. By 2023, the price had jumped to $7 million per 30-second ad.
The year 2025 saw even higher prices, with some ad spots exceeding $8 million due to advertisers backing out because of the California wildfires. This presented an opportunity for FOX to raise their prices, potentially setting a new benchmark for future Super Bowl ad costs.
The Super Bowl has become a platform for creative and memorable advertisements, with companies investing heavily in producing quality ads that resonate with viewers. These ads aim to connect with viewers on an emotional level, leveraging humor, storytelling, and nostalgia to leave a lasting impression.
Political advertising during the Super Bowl is less common due to equal-time rules and other factors. However, there have been exceptions, such as the 2020 Super Bowl LIV, where the campaigns of President Donald Trump and Democratic candidate Michael Bloomberg each paid around $10 million for ad time. Additionally, some Super Bowl ads have been controversial for their political overtones.
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Ads that create emotion and tell a story are most effective
Political advertising is usually not aired during the Super Bowl due to equal-time rules and other factors. However, there have been exceptions, such as during the lead-up to the 2020 presidential election when the campaigns of President Donald Trump and Democratic Party candidate Michael Bloomberg both paid around $10 million each for ad time.
The Super Bowl is the biggest night in advertising, with companies spending millions to capture the attention of viewers. The cost of advertising during the Super Bowl has skyrocketed over the years, with a 30-second ad costing $7 million in 2023 and reportedly surpassing the $8 million mark in 2025.
Creating an emotional connection with viewers and telling a compelling story are key aspects of effective Super Bowl ads. While celebrities can be used to attract attention, the story and message of the ad are more important for leaving a lasting impression. Ads that evoke emotion, whether through humour, heartwarming stories, or shared experiences, are more likely to be remembered and shared. For example, Budweiser's Clydesdale ad conveyed a powerful message of resilience and tradition without a single spoken word. Similarly, Lay's Chips' "Little Farmer" ad used warmth and humour to tell a simple and relatable story.
In addition to emotion and storytelling, authenticity is crucial. Voters want real human experiences that they can relate to, rather than flashy production tricks. A well-crafted narrative, whether about a candidate, a policy, or a movement, will always be more effective than a list of statistics or attacks. Super Bowl ads that successfully connect with viewers on an emotional level while conveying a clear message can leave a lasting impact and become a part of pop culture history.
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Celebrity endorsements can lose impact if overused
Political advertising and most direct forms of issue-related advertising are usually not aired during the Super Bowl. However, an exception was made in 2020, when the campaigns of President Donald Trump and Democratic Party candidate Michael Bloomberg both paid around $10 million each for ad time during the game.
Celebrity endorsements can be a powerful marketing tool for political campaigns and consumer brands alike. They can boost brand visibility, enhance credibility, and increase product memory and recognition, thereby changing purchasing behavior. For example, Nike's sales soared to billions with Michael Jordan's help, and Travis Scott's deal with the brand brings in about $10 million annually.
However, celebrity endorsements can also lose impact if overused. Studies have shown that celebrity overexposure can result in bad brand recall, with consumers unable to recall the brands endorsed due to overexposure. Consumers may also begin to doubt and lose trust if a celebrity endorses too many brands. Eugenia Yeung, creator and content lead at Reprise Digital, Australia, explains that "there needs to be a true connection between the celebrity and the product they are endorsing," and celebrities who frequently partner with different brands can quickly erode that trust.
Furthermore, celebrity endorsements come with financial and reputational risks. Celebrities who engage in behavior that is contrary to the views of the company can lead to lost trust with consumers, damaged reputations, and decreased sales. For example, in the wake of Kanye West's antisemitic remarks, Adidas will likely lose $247 million by ending its partnership with him.
Therefore, while celebrity endorsements can be a powerful tool, they must be used judiciously to maintain their impact and avoid potential pitfalls.
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Ads with political overtones can be controversial
In 2020, an exception was made, and the campaigns of President Donald Trump and Democratic Party candidate Michael Bloomberg both paid around $10 million each for ad time during Super Bowl LIV, which took place before the 2020 presidential election. The decision to air these ads drew criticism from other advertisers, who expressed concern about their commercials being associated with the campaign ads.
In 2022, ads by Republican candidates for the primaries to select candidates for the senate elections also sparked controversy. For example, an ad for a candidate in Pennsylvania used the phrase "Let's Go Brandon," which is generally understood as an insult directed at President Biden. In another instance, an Arizona Senate candidate's ad depicted a fictionalized Wild West shootout with characters representing President Biden, Nancy Pelosi, and Senator Mark Kelly. This ad was particularly offensive to some due to its association of gun violence with Senator Kelly, whose wife, Gabby Giffords, was a victim of such violence while serving in Congress.
Another example of a controversial Super Bowl ad with political overtones was Chrysler's "Halftime in America" commercial, which aired during Super Bowl XLVI in 2012. The ad was interpreted as supporting Barack Obama's re-election, suggesting that his first term was like a halftime break for America. The ad's narrator, Clint Eastwood, had previously made statements against Obama and had supported Republican candidates, adding to the political controversy surrounding the ad.
While some brands embrace controversy in their Super Bowl ads to stand out and spark conversations, others opt for a more cautious approach. In recent years, some corporations have chosen to avoid divisive political and social issues, focusing instead on celebrities and lighthearted humour in their Super Bowl commercials.
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Frequently asked questions
The cost of Super Bowl ads has increased significantly over the years. In 1967, a 30-second ad cost $37,500, while in 2023, a 30-second slot cost $7 million. In 2025, some ads cost over $8 million.
Political advertising is usually not aired during the Super Bowl due to equal-time rules and other factors. However, there have been exceptions, such as in 2020, when both President Donald Trump and Democratic Party candidate Michael Bloomberg bought ad time during the game, paying around $10 million each.
Effective political Super Bowl ads focus on storytelling and emotion rather than celebrity endorsements. They connect with voters by emphasizing shared history and real human experiences. Authenticity is also key, as voters prefer genuine connections over flashy production tricks.
