The Super Bowl has long been a platform for advertisers to reach a vast and engaged audience. In 2025, the event attracted over 123 million viewers, making it an unparalleled opportunity for brands to showcase their messages. This year, several key trends emerged in Super Bowl advertising, reflecting both the evolving media landscape and societal sentiments.
The financial commitment required for Super Bowl advertising continues to escalate. In 2025, the average cost for a 30-second commercial reached $8 million, a significant increase from previous years. This substantial investment underscores the value brands place on the exposure and impact that Super Bowl ads can deliver. To maximize return on investment, many companies complemented their television spots with comprehensive digital campaigns, leveraging social media and online platforms to extend the reach and longevity of their Super Bowl-related content.
This year’s commercials predominantly featured humor, nostalgia, and celebrity appearances. Brands aimed to create memorable and shareable content that resonates across diverse demographics. For instance, Hellmann’s reunited actors Meg Ryan and Billy Crystal in a nod to their classic film “When Harry Met Sally,” tapping into nostalgic sentiments to engage viewers. Additionally, artificial intelligence (AI) emerged as a prominent theme, with companies like Google and OpenAI highlighting their AI technologies. These ads sought to position AI as an accessible and beneficial tool in everyday life, addressing public curiosity and potential apprehensions about technological advancements.
In the current economic and environmental climate, consumers are increasingly critical of extravagant marketing campaigns. Poppi, a prebiotic soda company, faced backlash for distributing branded vending machines to influencers, which was perceived as wasteful and exclusive. This incident highlights the necessity for brands to align their marketing strategies with contemporary consumer values, emphasizing sustainability and inclusivity.
Some brands opted for localized advertising to connect more deeply with specific audiences. Cetaphil, for example, aired an ad exclusively in the New Orleans market featuring rapper and native son Lil Wayne. This approach allowed the brand to tailor its message to resonate with the local community.
Purpose-driven advertising also took center stage, with campaigns addressing social issues and promoting unity. Robert Kraft’s Foundation to Combat Antisemitism launched the “No Reason to Hate” campaign during the Super Bowl, featuring prominent figures like Tom Brady and Snoop Dogg. The ad aimed to foster solidarity against hate, reflecting a growing trend of brands engaging in social advocacy.
In summary, Super Bowl 2025 advertising showcased a blend of high investment, strategic content themes, and a heightened awareness of consumer expectations. Brands navigated the balance between entertainment and responsibility, striving to connect with audiences in meaningful and resonant ways.
