Scoring big after the game: How to maximize the impact of your Super Bowl ad

The Super Bowl isn't just the biggest game in football — it's the most anticipated advertising event of the year. And why wouldn’t it be? With over 100 million viewers, it's a great opportunity to reach a large audience and build brand awareness. However, with the average cost of a 30-second commercial coming in at $7 million¹, it can be difficult to justify the cost without a well-thought-out plan to maximize return on investment (ROI) long after the game is over. Here are three key ways to score big after the game:

Know your purpose: Even with an unlimited budget, a Super Bowl spot isn’t the right fit for every brand. Beyond the hefty investment, there are several factors that must be considered before moving forward: What’s the goal? Who is the target audience, and is this the most efficient way to reach them? What actions or messages do we want the audience to take away? How will the brand measure success? Even after you've answered these questions and decided to move forward, keeping key performance indicators (KPIs) front and center throughout the campaign development process will ensure a focused approach that delivers long-term value, long after the first airing.

Stay true to the brand: Although the bright lights can be distracting, avoid incorporating gimmicks and stunts if that doesn’t align with the brand. It’s critical that the overall campaign still ties back to the brand’s larger mission or vision, so the message feels authentic and consistent over time. Staying true to the brand’s core principles is fundamental to remaining top of mind after the champions have been crowned.

Start with a platform, not a TV commercial: When a Super Bowl spot is on the table, it can be tempting to start concepting TV scripts immediately. But starting with a commercial can stifle the creative process and potentially limit the shelf life of the work. To ensure a campaign has staying power, start by developing a “big idea” that can maintain interest and can be adapted across multiple tactics. Here are a few channels, outside TV, to consider from the very start:

• Social media: How do you keep the conversation going post-game? This could include behind-the-scenes footage, interactive polls, memes or influencer partnerships.
• Extended digital content: Expand the campaign into digital formats like targeted display, email, podcasts, blogs or web series that dive deeper into the themes introduced in the campaign.
• PR: Capitalize on the moment by reaching out to relevant outlets for earned media opportunities before and after the event.
• Real-world activations: Take the campaign to physical events or activations. Think pop-up experiences, interactive installations, or branded experiences at festivals, conferences or relevant community events. This can serve to further deepen the connection with your audience.

Making a Super Bowl campaign last requires us to think beyond just the ad itself. Keeping the engagement going with fresh, thoughtful content ensures the campaign doesn't fizzle out after the game is over.

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¹“Average cost of a 30-second Super Bowl TV commercial in the United States from 2002 to 2024.” Statista. www.statista.com/statistics/217134/total-advertisement-revenue-of-super-bowls/