The $8M Dollar Question: Do Super Bowl Ads Work?
Do people who tune in for touchdowns actively engage with Super Bowl commercials, and are they persuaded to make purchases?
Super Bowl 60 is right around the corner, and while the Patriots and the Seahawks prepare for the single biggest game of the season, brands have also been preparing for what could arguably be called the biggest day in advertising.
Think about it: what other event can you name where people say, “I really only watch for the commercials”?
And it’s not just the players who are feeling the pressure to succeed. The average cost of a 30-second Super Bowl TV commercial slot is now $8 million. An eye-watering sum for half a minute of airplay, it’s the price of entry to be a part of the most-watched television program in the U.S. and be seen by hundreds of millions of viewers. The best campaigns, like the Budweiser frogs, become instant hits that are remembered for years. Unfortunately, so do the bad ones.
Given the immense time, energy, and money brands invest in Super Bowl commercials, we simply had to know: beyond being buzz-worthy and part of the cultural touchpoint, do they actually persuade viewers to make a purchase?
To find out, we ran an Audience Understanding Survey with 1,000 people. We asked them how important watching the Super Bowl is, whether they watch for the game, the commercials, or both, and whether they’ve ever purchased something because of a Super Bowl commercial.
Executive Summary
Commercials remain a significant part of the Super Bowl experience.
People who watch the Super Bowl more frequently (i.e., those who go out of their way to watch or try to watch every year) are unlikely to watch just for the commercials. That said, a significant portion says they watch for both the game and the commercials.
People who said that watching the Super Bowl isn’t as important to them are more likely to say they watch for just the commercials, or for both.
Viewers are actively engaged with commercials…
When asked whether they actually pay attention to the commercials during the Super Bowl, a plurality of respondents across all segments said they actively pay attention.
Interestingly, the more engaged people are with the Super Bowl itself, the more likely they are to say they actively pay attention to the commercials.
But a majority said they haven’t purchased something because of a commercial.
Of the casual Super Bowl watchers, only 23-24% said they’ve made a purchase because of a commercial. However, among respondents who say they never miss a Super Bowl, 42% say they’ve made a purchase because of a Super Bowl commercial.
How Important is the Super Bowl To You?
We first asked respondents to select one of the following and, afterwards, to explain why they chose it in their own words.
Which of the following is closest to how you experience the Super Bowl?
I don’t watch the Super Bowl (24%)
“Because I don’t like TV sports, I do not watch the Super Bowl. When it is on, though, it’s a phenomenal time to go shopping.”
I’ll watch if someone is hosting or it happens to be on, but it’s mostly social for me (18%)
“I don’t really care for football very much. If my favorite team or a friend’s fave is playing, I will half-watch. I’ll mostly be handling snacks and beverages. I am present to show support. I do like halftime and commercials.”
I try to watch or attend a watch party most years, but it’s not my top priority (27%)
“I love to watch the Super Bowl, but it’s not a priority. I will make time to watch it, but if I can’t it would not bother me.”
I never miss a Super Bowl and follow the game closely (31%)
“I don’t miss the Super Bowl. Every year, I will host a small gathering at my home or I’ll watch it at a friend’s house. Either way, it’s something I plan for and don’t generally miss unless there is an emergency.”
What Do You Mainly Watch the Super Bowl For?
For the three segments who said they watch the Super Bowl, we asked whether they mainly watch for the game, the commercials, or both.
I never miss a Super Bowl and follow the game closely
- 43% watch for the game
- 6% watch for the commercials
- 50% said both
I try to watch or attend a watch party most years, but it’s not my top priority
- 43% watch for the game
- 14% watch for the commercials
- 40% said both
I’ll watch if someone is hosting or it happens to be on, but it’s mostly social for me
- 19% watch for the game
- 29% watch for the commercials
- 37% said both
How Do You Engage With the Commercials?
We then asked the respondents, “When Super Bowl commercials are on, which best describes how you usually engage?”
I never miss a Super Bowl and follow the game closely
- 66% actively watch most
- 23% watch some and tune others out
- 9% mostly ignore unless one grabs their attention
- 3% try not to watch any
I try to watch or attend a watch party most years, but it’s not my top priority
- 42% actively watch most
- 40% watch some and tune others out
- 15% mostly ignore unless one grabs their attention
- 3% try not to watch any
I’ll watch if someone is hosting or it happens to be on, but it’s mostly social for me
- 38% actively watch most
- 37% watch some and tune others out
- 18% mostly ignore unless one grabs their attention
- 7% try not to watch any
Have You Ever Purchased Because of a Super Bowl Commercial?
We then asked them whether, to their knowledge, they had ever purchased something from a brand because of a Super Bowl commercial.
I never miss a Super Bowl and follow the game closely
- 42% said they had
- 46% said they had not
- 12% were unsure
I try to watch or attend a watch party most years, but it’s not my top priority
- 24% said they had
- 64% said they had not
- 12% were unsure
I’ll watch if someone is hosting or it happens to be on, but it’s mostly social for me
- 23% said they had
- 64% said they had not
- 13% were unsure
Conclusion
Across every viewer segment, respondents said they actively pay attention to Super Bowl ads. Even among casual and social viewers, commercials remain a central part of the experience, often rivaling the game itself. However, attention doesn’t automatically translate into immediate conversion.
A majority of viewers say they have not made a purchase because of a Super Bowl commercial, but their impact is far from negligible. Among the most engaged fans, folks who never miss a Super Bowl, 42% report having purchased something because of a Super Bowl ad. On one of the biggest advertising stages in the U.S., the right message, delivered to the right audience, can and does move people to action.
The takeaway for brands is clear: the Super Bowl is a high-stakes moment of concentrated attention. It’s a powerful opportunity to build memory, shape perception, and, for some audiences, drive real behavior.
The Super Bowl isn’t just a media buy. It’s a bet on a message. If you’re going to play on the biggest stage in advertising, make sure your strategy is backed by evidence.
