A 30-second spot to air during the 2024 Super Bowl costs $7 million (2024)

It's the same price tag as last year, but over 200% more from 20 years ago. What's changed in the ad space price tag?

LEILA FADEL, HOST:

The Super Bowl this weekend is the biggest day of the year for advertisers.

(SOUNDBITE OF MONTAGE)

TOM WOODARD: (As Frog #1) Bud.

RONNIE BROOKS: (As Frog #2) Weis.

BRIAN STECKLER: (As Frog #3) Er.

BERT BELASCO: (As character) You're playing like Betty White out there.

BETTY WHITE: (As Mike) That's not what your girlfriend said.

BRYAN CRANSTON: (As Walter) No, we don't eat our own supply.

AARON PAUL: (As Jesse) Mr. White.

CRANSTON: (As Walter) Jesse?

PAUL: (As Jesse) Everyone's gonna want a taste.

STEVE INSKEEP, HOST:

Samples of previous years' Super Bowl ads. And, of course, we'll find out the new ones this Sunday. According to Paramount, which holds the rights to the game, a single 30-second commercial can cost the advertiser up to $7 million this year.

FADEL: Maria Rodas is a marketing professor at the University of Illinois Urbana-Champaign. She's a big fan of Super Bowl ads.

MARIA RODAS: We talk during the game and absolutely not during the commercials because that's what I want to see. This is, for me, what the event is all about.

INSKEEP: Rodas says advertisers are hoping to create a moment that gets people talking.

RODAS: They're like mini-movies. They hire these big celebrities. The production value is insane. And so all of a sudden, 7 million is probably, like, the smallest of what they spend compared to the rest that they put into creating these.

INSKEEP: All in trying to link their products to a feeling, an emotion, a story.

RODAS: To have this almost undivided attention provides an amazing opportunity for marketers to create a narrative, to really be able to connect at a much deeper level with consumers.

FADEL: A deeper level with consumers and a deeper level with their pockets.

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