Super Bowl Ads Hit Record Prices—But Do They Truly Deliver Results?

As Super Bowl Sunday approaches, advertisers are gearing up to capture the attention of millions. Ad slots have reached an all-time high of $8 million for just 30 seconds. Including production costs and celebrity endorsements, companies may spend $16 to $20 million per ad. According to Tim Riester, CEO of Riester, the investment generally pays off, yielding an average return of $4.60 to $5.20 per dollar spent. There has also been a 22% increase in online searches and a 16% rise in brand conversations post-game.

This year’s lineup features new entrants like Coffee Mate, Angel Soft, and Haagen-Dazs, alongside established brands such as Bud Light with ads featuring Post Malone and Peyton Manning, and Hellmann’s with a nostalgic nod to When Harry Met Sally. While some companies are opting out due to economic uncertainties—like State Farm and most automakers—many still see the Super Bowl as a key opportunity to connect with consumers.

So, what makes a Super Bowl ad truly unforgettable? Watch the full interview with Tim Riester below as he breaks down the biggest trends, which brands are taking the biggest risks, and what to watch for during the game. Don’t miss his expert take—hit play now!