Key Stats About Superbowl Ads for 2024 (Superbowl LVIII)

The Superbowl is one of the biggest days of the year for ads and commercials. Here are some key stats about commercials for the 2024 superbowl.

Cost: The average cost for a 30-second ad slot is roughly $7 million, up from $6.5 million in 2023.
Overall viewership: The 2023 Super Bowl LVII averaged around 102 million viewers, with slight fluctuations throughout the game and ad breaks. We estimate around 110 million viewers for 2024.
Ad-specific viewership: Surveys suggest that between 42-43% of viewers tune in specifically for the commercials, with higher percentages among women.
Advertisers: 22 brands have confirmed Super Bowl ad buys, including 7 first-time participants (BetMGM, Nerds, Etsy, Drumstick, PepsiCo’s Starry, Popeyes, and Kawasaki).
Returning brands: 10 companies are back after appearing in 2023’s game, including M&M’s, Doritos, FanDuel, and Coors Light.
Notably absent: DraftKings, a major sports gambling sponsor, is sitting out the 2024 game after several years of participation.
Trends: Electric vehicles, celebrity appearances, and gambling brands (despite DraftKings’ absence) are expected to be prominent themes.
New product focus: Doritos will likely showcase its spicy new Doritos Dinamita line.
Online engagement: Super Bowl ads often generate significant buzz online, with popular ads gaining millions of views on YouTube and social media platforms within days. The 2022 “Nissan Thrill Driver” ad starring Eugene Levy, for example, garnered over 46.57 million views globally within a week.
Purchase influence: Studies show that Super Bowl ads can significantly influence purchasing behavior, with around 50% of viewers reporting having made a purchase based on a Super Bowl ad they saw.
Shifting trends: While traditional TV viewership remains strong, online streaming platforms are increasingly becoming a key platform for consuming Super Bowl ads, particularly among younger demographics.