The Best Commercials of Super Bowl 2024: Strategies, Celebrities, and Effects

Hi, I am Carlos Valdez, director and founder of Mercadotecnia y Ventas. On the occasion of the start of the 59th NFL season, I have titled this video audioblog for September 9th: The Best Commercials of Super Bowl 2024: Strategies, Celebrities, and Effects, and the text goes as follows:

Every year, the Super Bowl is not only one of the most anticipated sporting events but also one of the most valuable showcases for brands. In 2024, this phenomenon was no different, setting a new record with 123.4 million viewers, becoming the most-watched program ever (Flint, 2024). This raises an interesting question for marketers: Is the multi-million dollar investment in Super Bowl ads worth it?

The Evolution of Commercial Costs

The cost of a 30-second commercial during the Super Bowl has grown exponentially since the first edition in 1967, when it cost $42,000. In 2024, that figure skyrocketed to $7 million (Vranica & Rattner, 2024). This highlights the importance brands place on this event as a golden opportunity to capture massive consumer attention.

Celebrities and Marketing: A Growing Trend

A standout trend in Super Bowl 2024 ads is the heavy use of celebrities. Approximately 60% of commercials featured well-known personalities (Vranica & Rattner, 2024), reinforcing the idea that celebrities can significantly influence an ad's impact and recall. For example, Serena Williams has appeared in seven different ads between 2016 and 2023, becoming a recurring figure in Super Bowl advertising. The 2024 Uber Eats commercial, featuring six celebrities, is an example of the drawing power of these figures.

The Taylor Swift Effect on the Super Bowl

An interesting phenomenon this year was what has been called the "Taylor Swift Effect." The indirect involvement of the artist boosted audiences to the highest levels since 2015 (Lukpat & Pisani, 2024). Swift's impact was not only felt in ticket sales for her "Eras Tour," which grossed over $1 billion, the first tour to achieve this, but also in Super Bowl viewership, proving that celebrities don't just sell products; they can also revitalize an entire sport.

How the USA TODAY Ad Meter Works

USA TODAY's Ad Meter, created in 1989, has become the go-to tool for measuring public opinion on Super Bowl commercials. Panelists, who are U.S. citizens aged 18 and older, rate each commercial aired during the game. The ad with the highest average rating becomes the winner (Suter, 2024). This year, voting began on the Wednesday before the Super Bowl and remained open until 1 a.m. ET on the night of the event.

The Top Commercials According to USA Today Ad Meter

Now that we understand how the Ad Meter works, here are the top 10 Super Bowl 2024 commercials according to USA TODAY Ad Meter, presented in reverse order from 10 to 1:

 10. Doritos Dinamita: "Dina & Mita"

9. Verizon: "Can’t B Broken"

8. Budweiser: "Old School Delivery"

7. BMW: "Talkin’ Like Walken"

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

5. NFL: "Born to Play"

4. Uber Eats: "Worth Remembering"

3. Kia: "Perfect 10 | The Kia EV9"

2. Dunkin': "The DunKings"

1. State Farm: "Like a Good Neighbaaa" (Suter, 2024).

Conclusion: Is It Worth Investing in the Super Bowl?

From a brand's perspective, investing in the Super Bowl can be an expensive gamble, but potentially worthwhile. The high costs are justified by the wide exposure and unique opportunity to capture the attention of millions of viewers in a single event. With the strategic use of celebrities and creative campaigns, brands can not only stand out during the Super Bowl but also generate a lasting impact that resonates with consumers long after the game is over.

What do you think? Is it a good idea to invest in the Super Bowl?

Thank you very much to everyone who has subscribed to our YouTube channel, Apple Podcast, and Spotify. Also, thanks to those who have connected with me via LinkedIn and have sent messages or emails. Remember, you can contact me at [email protected].

I’ll close by reminding you that in marketing and sales, we must always create value.

Thank you, and until next time.

Dr. Carlos Valdez

References

• Flint, J. (2024, February 13). Super Bowl Draws 123.4 Million Viewers Setting TV Ratings Record. Wall Street Journal.
• Lukpat, A., & Pisani, J. (2024, February 8). It’s Taylor Swift’s Super Bowl. The 49ers and Chiefs Are Just Playing in It. Wall Street Journal.
• Suter, R. (2024, January 15). 2024 Ad Meter FAQs for panelists, brands, and agencies. USA TODAY. https://admeter.usatoday.com
• Suter, R. (2024, February 12). The top 10 Super Bowl 58 commercials, according to USA TODAY Ad Meter. USA TODAY. https://admeter.usatoday.com/lists/super-bowl-commercial-2024-usa-today-ad-meter-top-10/
• Vranica, S., & Rattner, N. (2024, February 8). Super Bowl Ads: More Star Power, More Candy, and Other Trends in Five Charts. Wall Street Journal.