Super Bowl 2024 Marketing: Ads, Trends and $7M Commercials

Super Bowl 2024 marketing combined one of television's largest audiences with celebrity-heavy creative, product launches, social extensions, and a reported $7 million price tag for a 30-second national commercial. Nielsen estimated an average audience of 123.7 million viewers across the February 11, 2024 broadcasts, up 7.4% from the previous year.

The event was more than a collection of TV spots. Brands used teasers, creators, live activations, celebrity partnerships, retail offers, and social content to turn a single broadcast into a broader integrated marketing campaign. The most useful lessons come from how those pieces worked together before, during, and after Super Bowl LVIII.

What Viewers Wanted From Super Bowl 2024 Ads

An Ad Age-Harris Poll conducted January 12-17, 2024 with more than 1,800 respondents showed that humour was the clearest preference going into the game. The poll found that 69% preferred funny ads while 14% preferred serious ones. Animals, athletes, TV or movie characters, and celebrities were also popular casting choices.

Those preferences help explain why so many campaigns leaned into comedy, nostalgia, recognizable faces, and simple premises. Brand teams considering the same route can compare those patterns with Brand Vision's guide to humour in marketing, while remembering that pre-game preferences do not prove which ads ultimately produced the strongest business results.

Usher's Super Bowl LVIII Halftime Show and Entertainment Marketing

Usher headlined the Apple Music Super Bowl LVIII Halftime Show at Allegiant Stadium. The NFL announced the performance with Apple Music and Roc Nation in September 2023, and the final show became another example of how entertainment marketing can extend a sporting event into music, celebrity culture, streaming, and social conversation.

The halftime show matters to marketers because it concentrates multiple audiences around one cultural moment. The television performance, artist catalogues, platform promotion, press coverage, and social clips all reinforce one another rather than functioning as separate campaigns.

Notable Super Bowl 2024 Ads and Brand Strategies

Super Bowl LVIII featured a wide mix of campaign objectives, from product launches and brand refreshes to celebrity-led storytelling. Booking.com illustrates how travel and hospitality marketing can use a mass-audience event for broad awareness, while snack, restaurant, and beverage brands used the game as a showcase for food and beverage marketing. CeraVe also turned the game into the payoff for a longer creator-led storyline; Brand Vision's breakdown of CeraVe's Michael Cera campaign looks at that rollout in more detail.

1. Booking.com: Returning for its third Super Bowl appearance, Booking.com returned with a 30-second spot in the second quarter. The specifics of the commercial are eagerly anticipated, given the success of their previous LVII Super Bowl ad, which featured the comedic talents of Melissa McCarthy. As a major player in the travel industry, Booking.com aimed to leverage the massive viewership of the Super Bowl to create a memorable and impactful presence, reinforcing its brand image and reaching a broad audience.

‍2. E.L.F. Cosmetics: E.L.F. Cosmetics ran a 30-second national spot after halftime. The campaign centered on the $14 Halo Glow Liquid Filter, giving a recognizable product a clear role inside a high-attention broadcast. With creative direction from Shadow, direction by Zach Woods, and a previous Super Bowl spot starring Jennifer Coolidge, E.L.F. is strategically positioning itself to capture the attention of millions, emphasizing its commitment to beauty and self-expression.

3. Uber Eats: Making its fourth consecutive appearance at the Super Bowl, Uber ran a 60-second Uber Eats commercial during the third quarter. Following the success of the previous year's ad, which featured Sean "Diddy" Combs promoting Uber One paid membership, Uber used the Super Bowl's scale to reinforce Uber Eats in a crowded delivery market. With a focus on entertaining and engaging content, Uber aimed to resonate with audiences and reinforce its position as a leading player in the delivery space.

4. Kia: Celebrating its 15th Super Bowl appearance, Kia focused its commercial on sustainability and innovation. The all-electric EV9 SUV was the focus, connecting the product launch with Kia's broader innovation message. With a legacy of impactful Super Bowl ads, Kia's consistent presence underscores the importance of the event in reaching a massive audience and aligning its brand with cutting-edge automotive technology.

5. Volkswagen: Returning for the 75th anniversary of the Volkswagen Beetle in America, the automaker generated anticipation with a teaser titled "Arrival," released on January 17. As Volkswagen commemorates this significant milestone, the teaser hints at a visually compelling and nostalgic commercial that seeks to captivate viewers during the Super Bowl. This return to the big game underscores the brand's legacy and commitment to staying relevant and innovative in the automotive industry.

6. DoorDash: Making its third Super Bowl appearance, DoorDash introduced its new brand platform, "Your Door To More." Collaborating with the renowned agency Wieden+Kennedy Portland, DoorDash aimed to highlight the expanded offerings and services it provides. In a highly competitive market, the Super Bowl serves as a strategic platform for DoorDash to showcase its brand evolution and engage a wide audience. The emphasis on "Your Door To More" hints at a campaign that goes beyond just food delivery, positioning DoorDash as a comprehensive solution for consumers' diverse needs.

7. Kawasaki: In a notable Super Bowl debut, Kawasaki debuted with a 30-second commercial featuring an all-new model. Handled by the esteemed agency Goodby, Silverstein & Partners, Kawasaki used the debut to introduce a new model to a mass audience. With a focus on innovation and the thrill of riding, the commercial aimed to position Kawasaki as a dynamic force in the market. The Super Bowl debut underscores the significance of the event as a launchpad for new products and a platform to establish a lasting impression.

8. Paramount: Returning to the Super Bowl, Paramount promoted its content breadth in the "A Mountain of Entertainment" marketing campaign. Paramount used the event to promote a broad range of film, television, and streaming properties. With a focus on both classic and contemporary content, Paramount's presence in the Super Bowl aligns with the evolving landscape of how audiences consume media. The "A Mountain of Entertainment" campaign signals an immersive and varied content experience, catering to the diverse tastes of Super Bowl viewers.

9. Doritos: Making a return with a commercial highlighting the relaunch of the Doritos Dinamita line, the snack brand used a teaser campaign featuring a mystery celebrity. Doritos aimed to generate excitement and curiosity around its product relaunch during the Super Bowl commercial breaks. Known for its creative and engaging commercials, Doritos leverages the massive viewership of the Super Bowl to create buzz and reinforce its status as a go-to snack. The mystery celebrity adds an element of intrigue, inviting viewers to stay tuned for a memorable and star-studded Doritos moment.

10. Popeyes: Stepping onto the Super Bowl stage for the first time, Popeyes featured in the first quarter with an ad celebrating the permanent launch of its wings offerings. The teaser used actor and comedian Ken Jeong to introduce the permanent wings offering. By aligning its Super Bowl presence with a major product launch, Popeyes aimed to make a memorable entry into the Super Bowl advertising arena, capitalizing on the event's unparalleled reach to connect with a broad audience.

Popeyes' first Super Bowl commercial and a new contest to win free wings dependent on the game's outcome.

11. FanDuel: Making its second consecutive appearance in the Super Bowl, FanDuel presented the ad titled "Kick of Destiny 2." This in-game spot is uniquely tied to a live field goal attempt by none other than Rob Gronkowski, adding an element of real-time excitement and interaction. FanDuel continues to leverage the massive viewership of the Super Bowl to promote its fantasy sports platform, combining entertainment and sports in a way that engages audiences both during the commercial breaks and the live game.

12. Starry: PepsiCo soda brand Starry made its Super Bowl debut, marking a significant moment for the beverage company. Handled by creative agency VaynerMedia, Starry's commercial featured Ice Spice, using celebrity recognition to support the soda brand's first Super Bowl appearance. The Super Bowl provides an unparalleled stage for Starry to introduce itself to a global audience, with expectations of a visually appealing and memorable commercial that aligns with the high standards set by Super Bowl advertisements.

13. NYX Professional Makeup: Celebrating its 25th anniversary, NYX Professional Makeup made its Super Bowl debut. Created in collaboration with McCann New York, the commercial showcases the Duck Plump Extreme Plumping Gloss, emphasizing both the brand's longevity and commitment to innovative beauty products. NYX Professional Makeup's entry into the Super Bowl advertising arena reflects its desire to reach new audiences and make a bold statement in the competitive beauty industry.

14. Reese’s: Returning with a 30-second spot, Reese’s aimed to play on the "extreme passion" that consumers have for its peanut butter-chocolate cups. Produced by Erich & Kallman, the commercial was positioned as a creative and entertaining addition to the Super Bowl ad lineup. Reese’s used an established product truth as the basis for a familiar, easy-to-understand joke.
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15. TurboTax: Making its 11th consecutive Super Bowl appearance, TurboTax continues its "Make Your Moves Count" marketing campaign. Known for its clever and humorous commercials, TurboTax's ads often focus on simplifying tax season. The 2023 ad featured TurboTax Live Full Service, and the brand consistently uses the Super Bowl as a platform to engage and educate viewers about its tax preparation services.
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16. Mtn Dew: Mtn Dew used its Super Bowl appearance to celebrate the 20th anniversary of Baja Blast. The teaser campaign used NFL personalities to connect the Baja Blast anniversary with the game-day setting. Mtn Dew's entry into the Super Bowl aligns with its innovative and dynamic brand image, marking a milestone in its marketing strategy.
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17. Squarespace: Continuing its Super Bowl legacy with a 10th campaign, Squarespace presented a Martin Scorsese-directed commercial. Known for past collaborations with Adam Driver, this year's commercial features a Squarespace veteran, promising a visually compelling and narrative-driven advertisement. As an advocate for empowering individuals and businesses through website building, Squarespace utilizes the Super Bowl to showcase its creative and impactful approach to online presence.
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18. Oreo: Making a return with a 30-second spot in the second quarter, Oreo's commercial features Kris Jenner and highlighted Oreo's role in her life. The campaign paired Kris Jenner with a familiar Oreo product story, giving the spot a recognizable pop-culture hook. Oreo's presence in the Super Bowl emphasizes its enduring popularity and ability to connect with diverse audiences through creative and relatable storytelling.

19. Dove: Returning after an 18-year hiatus, Dove returned with a 30-second spot in the first quarter, using the game to support messaging around girls in sports and body confidence. The Super Bowl serves as a powerful platform for Dove to reinforce its commitment to social impact and connect with a broad audience through a message that goes beyond traditional beauty advertising.

20. Temu: Temu returned for a second consecutive game-day appearance. With a history of campaigns like "Shop Like a Billionaire," Temu anticipates an increase in traffic and brand visibility. The Super Bowl provides an opportune moment for Temu to showcase its brand personality and unique value proposition, leveraging the event's immense viewership to leave a lasting impression on potential customers.

21. M&M’s: Making a return with a 30-second spot in the first commercial break, M&M’s brought NFL "almost champions" Dan Marino, Terrell Owens, and Bruce Smith together in the M&M's Almost Champions Ring of Comfort. This creative and star-studded approach aimed to engage football fans with a humorous and memorable commercial. M&M’s leverages the Super Bowl's broad viewership to reinforce its brand identity and connect with audiences through a blend of sports enthusiasm and chocolatey delight.

22. Nerds: Stepping into the big game for the first time, Nerds made its debut with a 30-second spot in the second quarter. Focused on Nerds Gummy Clusters and created by Digitas Chicago, the commercial included social media personality Addison Rae. Nerds aimed to capture the attention of a diverse audience, combining creativity and the popularity of digital influencers to make a lasting impression in its Super Bowl premiere.

23. Pringles: Continuing its streak, Pringles marked its seventh consecutive Super Bowl appearance with a 30-second spot in the first quarter. The teaser campaign featuring a mystery celebrity built anticipation around Pringles' unique and playful take on snack advertising. As a brand known for its creative approach to flavours, Pringles used the Super Bowl platform to showcase its innovative spirit and maintain its presence in the competitive snack industry.

24. Coors Light: After a 12-year hiatus, Coors Light revived the iconic Coors Train, capitalizing on recent sales momentum. This return to the Super Bowl signifies a strategic move by Coors Light to leverage nostalgia and reintroduce a familiar element to both longtime and new consumers. The revival of the Coors Train aligns with the brand's efforts to stay relevant and resonate with a broad audience during one of the most-watched events of the year.

25. BMW: After sitting out the previous year, BMW returned to the Super Bowl with a 60-second ad. The return indicates BMW's recognition of the Super Bowl's unparalleled reach and effectiveness in capturing a massive and diverse audience. The 60-second format provides BMW with an extended storytelling opportunity, allowing the brand to showcase its innovation, design, and commitment to excellence in the automotive industry.

26. BetMGM: Joining the Super Bowl advertising lineup, BetMGM focused on sports betting in its ad for the game. This marks BetMGM's strategic move to capitalize on the growing interest in sports betting and align itself with a major cultural event. As the legal landscape around sports betting evolves, BetMGM leverages the Super Bowl's massive viewership to introduce its brand to a wide audience and establish a presence in the competitive sports betting market.

How Much Did a Super Bowl 2024 Commercial Cost?

CBS News reported that a 30-second Super Bowl LVIII commercial cost about $7 million, before production, celebrity talent, social amplification, and other campaign expenses. That corrects the conflicting $5.5 million and $7 million figures in the earlier version of this article.

The price makes the surrounding campaign as important as the television slot itself. A Super Bowl ad has only seconds to land the idea, so teasers, creator content, public relations, offers, and post-game distribution can help the brand extend the value of the media buy.

TikTok's Super Bowl LVIII Tailgate Strategy

The fourth NFL TikTok Tailgate featured Gwen Stefani, creators, and NFL guests live from Allegiant Stadium. TikTok later reported that 2.2 million viewers watched the 2024 Tailgate live, while portions of Stefani's performance also appeared in the CBS pregame show.

The activation is a useful example of extending event marketing beyond the main broadcast. TikTok combined live entertainment, creator participation, sports conversation, and television exposure around the same moment, giving audiences several ways to encounter the event.

How Super Bowl LVIII Was Broadcast

Super Bowl LVIII aired on CBS on February 11, 2024 from Allegiant Stadium in Las Vegas and streamed on Paramount+. Nickelodeon carried the first alternate Super Bowl telecast, a family-focused version built around SpongeBob SquarePants and other Nickelodeon characters.

That distribution strategy broadened the event beyond a single broadcast feed. For marketers, it shows how major media moments can be adapted for different audiences without abandoning the central event.

What Super Bowl 2024 Marketing Still Teaches Brands

Super Bowl LVIII showed that the television commercial is only one part of the marketing system. The strongest campaigns built recognition before kickoff, used celebrities or creators with a clear role, and gave the audience something easy to continue discussing after the broadcast. The $7 million media cost also raised the stakes for message clarity: if the audience remembers the celebrity but not the brand, the spectacle has done only part of its job.

For brands planning a high-visibility campaign, the practical lesson is to connect audience insight, creative concept, channel planning, and post-launch measurement before buying attention. Brand Vision can help teams discuss campaign priorities and identify which channels deserve the investment.