Listen Here
By: Mara Waire
wairem@findlay.edu
The Super Bowl is one of the largest marketing events of the year, drawing millions of viewers and significant ratings. People watch not only for the football but also for the commercials, the halftime show, and the social experience of watching with friends and family.
“People used to watch just to see the commercials,” said Diana Montague, professor of media and communication. “Now many of them are online first.”
Super Bowl advertising is expensive, with a 30-second spot setting companies back $8-10 million this year. From 2025 to 2026, total commercial airtime nearly remains the same, with about 51 minutes in 2025 and 50 minutes in 2026, but the price of 30-second ads continues to rise. However, brands often see this as a long-term investment since ads continue to circulate on social media after the game. Companies not only use it to sell their products, but the ads also build brand recognition by introducing new products.
Social media now plays a major role in Super Bowl marketing as brands use teasers and previews to build excitement before kickoff. Social media allows brands to interact with viewers before the game, encouraging them to watch commercials again after they air. Before social media and the internet, audiences often had only one chance to see an ad unless they had a way to record it. Modern social media strategies help extend the reach of commercials far beyond television.
“Social media allows the brands to hype up their commercial, connect, interact, and draw people in during the commercial, and then watch it again,” said Eric Stoller, assistant professor of teaching in sports management and coordinator of the Business Solution Center.
The halftime show also attracts viewers who may not normally watch football. Performances and ads have included social or political messages in recent years, increasing discussion and attention. Students today watch the Super Bowl for as many reasons as there are attractions, including the game, commercials, and the halftime show.
“I watch mainly for the social aspect, getting together with friends and family, but I really enjoy the commercials, game, and halftime performance,” said Ella Mescher, a senior majoring in graphic design.
Successful Super Bowl campaigns often feature high-quality production, creative storytelling, and humor. Several brands also release connected ads to keep audiences engaged.
“Getting an ad in the Super Bowl needs a strategy. If a company is going to pay $8 million for a commercial, they need to stay on brand and make sure it will connect with their customers,” said Stoller.
For students interested in communication and marketing, the Super Bowl offers a clear example of how traditional and digital advertising work together. Even as viewing habits change, the event remains a powerful platform for connecting brands and audiences.
