From Legacy to Digital: How Brands are Redefining the Rules of Super Bowl Ads

The Super Bowl has long been the pinnacle of advertising – a showcase for the most ambitious campaigns, the biggest budgets, and the boldest ideas. But as Super Bowl LIX approaches, the event has evolved into more than just a high-stakes stage for legacy brands – it’s now a battleground where newcomers, digital innovation, and shifting consumer behaviors are redefining the rules of engagement. Download our Super Bowl Snapshot highlighting some major trends we have been seeing as brands prepare for the Big Game, as well as what to expect going forward.

A New Era

In recent years, the Super Bowl has transformed into a more dynamic and inclusive marketplace for advertisers. With the cost of a 30-second spot reaching $7 million in 2024, according to MediaRadar – 67% higher than the $4.2 million it cost in 2014 – the stakes are higher than ever. Yet, brands are not shying away. Instead, they’re embracing the challenge, leveraging the Super Bowl’s cultural clout to drive awareness and engagement in unprecedented ways.

The growing diversity of advertisers highlights this shift. Many new brands, including Coffee Mate and NerdWallet, are joining the roster of Super Bowl advertisers this year, demonstrating the event’s enduring appeal for both established giants and emerging players. Their strategies are as varied as their industries, from traditional TV campaigns to digital-first approaches emphasizing mobile and OTT platforms.

Changing Category Dynamics

The types of brands dominating Super Bowl advertising are also evolving. While legacy categories like beer and automotive remain staples, others are gaining ground:

National Restaurants made a remarkable splash in 2024, with spending surging 224% year-over-year, according to MediaRadar. Food delivery services like DoorDash, with its ambitious, award-winning “DoorDash All The Ads” campaign last year, and quick-service chains like Popeyes, capitalized on the opportunity to reach a massive, engaged audience.
Motion Pictures continued their strong presence with a 19% year-over-year uptick last Super Bowl. Studios have begun to use the game as an avenue to premiere blockbuster trailers and build hype for the coming slate of movies, whether in theaters or on streaming.
Telecommunications brands saw a resurgence, with Verizon making a notable return with Beyonce after skipping the 2023 game, underscoring the category’s competitive landscape.

These trends reflect broader shifts in consumer behavior, where convenience, entertainment, and connectivity dominate priorities.

The Rise of digital-first Campaigns

The most significant transformation in Super Bowl advertising is the growing role of digital innovation. While TV remains central to the event, digital platforms are becoming indispensable in amplifying campaign reach and impact.

In 2024, brands like NerdWallet and Totino’s, who are advertising at the Super Bowl for the first time this year, leaned heavily on digital-first strategies, with a focus on paid search and mobile video. Out-of-home advertising, once thought of as a traditional format, is also evolving. Other Super Bowl newcomers like Häagen-Dazs and Bosch used it creatively to complement their broader campaigns, signaling a return to integrated marketing strategies that bridge digital and physical spaces.

What’s Next for Super Bowl Advertising?

As Super Bowl LIX approaches, expectations are sky-high. The event continues to represent the ultimate test for marketers – a chance to not only capture attention but also leave a lasting impression in an increasingly fragmented media landscape.

In the years ahead, we can expect even greater integration of digital tools and technologies. Generative AI, for example, is likely to have a huge moment both this year and going forward, allowing smaller brands to produce high-quality creative which can level the playing field. Meanwhile, OTT video advertising will become even more central to campaigns, allowing advertisers to engage viewers across multiple screens.

The Super Bowl has always been about bold ideas, but the playbook is changing. It’s no longer just about the biggest budgets – it’s about the smartest strategies. For brands willing to innovate and adapt, the opportunity to stand out on advertising’s biggest stage has never been greater.