Tremendous Bowl adverts are identified for his or her price ticket. At $7 million for a 30-second spot, every second prices about $233Ok. However is it actually price it?
Some say the publicity is priceless, however with a cost-per-mille (CPM) of round $71, it’s almost ten instances dearer than digital alternate options.
So, how do manufacturers ensure they get the most effective return on funding (ROI) after the ultimate whistle? It comes right down to the digital follow-up – operating the identical or related creatives on social and digital show platforms to make sure the marketing campaign will get seen.
Whether or not you are aiming for a gradual burn or a fast burst of consideration, the bottom line is having a transparent digital technique that enhances your Tremendous Bowl funding. With AdClarity, you’ll be able to observe which strategy is simpler on your opponents—and use that perception to form your personal campaigns.
We took a fast take a look at a few of final yr’s Tremendous Bowl advertisers to see what they spent on social media, Google show, and on-line video adverts to help their large TV spot.
The Significance of Digital Channels Put up-Tremendous Bowl
After the joy of the large sport subsides, the actual work begins. That’s the place digital follow-up is available in—permitting manufacturers to leverage the momentum generated by their high-profile spot.
This momentum can retarget viewers, increase attain to totally different viewers segments, and maintain their message top-of-mind in a aggressive panorama.
For entrepreneurs, there’s an actual concern {that a} single, high-profile advert won’t drive the long-term engagement or conversions they’re after.
A Tremendous Bowl advert reaches tens of millions, however with out sustained help, the thrill fades quick. The aim is to increase its influence past sport day via an built-in digital technique—participating audiences, driving site visitors, and changing leads on social media, show adverts, and search.
2024 Tremendous Bowl Marketing campaign Case Research
Utilizing AdClarity’s insights, we examined how some high manufacturers leveraged their Tremendous Bowl spots to drive impactful digital campaigns.
CeraVe: The Michael Cera Marketing campaign
First, we dove into CeraVe’s “Developed with Dermatologists, Not Michael Cera” marketing campaign.

In response to AdClarity information, the corporate spent an estimated $339.3K on this marketing campaign in Q1 of 2024, with a lot of the spending occurring on February 12 (the day after the sport).

Within the pattern chart above, we will see the marketing campaign’s digital push lasted a few month.
Beneath, let’s take a fast take a look at the highest adverts they ran on social media and YouTube.

Discover that the creatives all function roughly the identical story and design, with Michael Cera because the star. And the numbers underneath every advert signify the whole spend, impressions, and size of the video.
We are able to additionally see the highest publishers of this digital observe up. For a skincare model whose viewers won’t usually be big-time sports activities followers, it is curious to see the highest writer was really ESPN.com.

This exhibits that maybe the model handled this Tremendous Bowl advert as an opportunity to reach a new audience segment of sports activities followers.
Now, take into account that the three screenshots above are simply displaying information on the Michael Cera marketing campaign. If we take a look at CeraVe.com’s complete promoting spend and placements for a similar time interval, we will see a giant distinction.

Initially, we will see their complete digital spend was over $5 million, that means the Michael Cera marketing campaign was solely about 6% of this model’s digital spend within the first quarter of 2024. Additionally, they saved spending persistently all through the quarter, whereas the Michael Cera marketing campaign was roughly only one month.
their high adverts from this time interval, we will see the creatives all function girls utilizing the product.

Nevertheless, if we take a look at the total checklist of campaigns, it appears to be like just like the Michael Cera marketing campaign really had the most effective value per mille (CPM), at $5.21 in comparison with most of their campaigns being within the $eight CPM vary.

It appears to be like like, within the case of this model, they used the Tremendous Bowl to achieve a brand new viewers phase with a humorous thought.
And it seems it could have been a cheaper digital marketing campaign than their typical evergreen campaigns.
Shifting on from a nerdy superstar to a Nerds sweet, let’s see how one other model supported their Tremendous Bowl advert on digital.
Nerds Sweet: Unleash Your Sense
Nerds have been round because the 80s, however the 2020 launch of their “Gummy Clusters” product took the model to new heights.
In fact, this hype product was the star of their first-ever Tremendous Bowl advert.

In response to AdClarity, the sweet model spent an estimated $1.1M on digital help in Q1 2024.

Observe: Verify how a lot of an advertiser’s shopping for technique is programmatic vs direct with the Advert shopping for strategies widget.
Apparently, that they had their greatest on-line spending day on February 5, precisely one week earlier than the sport.
Their digital advert artistic largely featured TikTok star Addison Rae and the dancing personified gummy cluster from the TV spot.

Whereas CeraVe as a model had a ton of digital campaigns operating, AdClarity noticed simply two for Nerds, with the bulk being this Tremendous Bowl marketing campaign. Each campaigns had a CPM of round $9.

Wanting on the full checklist of publishers, we will see once more a number of sports-related websites along with YouTube, Fb and Instagram.

So, this model might have taken the identical strategy to digital help for Tremendous Bowl adverts by focusing on sports-themed websites to achieve these Tremendous Bowl followers once more with their advert.
How A lot of the Annual Funds is for the Tremendous Bowl?
One final distinction we noticed between the 2 advertisers was how they spent all year long.
Once we seemed on the 12 month overview, we noticed that Nerds spent most of their annual price range across the time of the Tremendous Bowl.
Nerds Sweet Annual Digital Advert Spend Development

And most of it was on video adverts, with social media adverts following shortly after.
However, taking a look at CeraVe, we noticed a extra constant spending pattern all through 2024. As soon as 2025 hit, the model’s digital advert spending really began to ramp up (particularly on video, as we will see with the inexperienced line).
CeraVe Annual Digital Advert Spend Development

Once more, this simply goes to indicate two distinctive approaches to dealing with digital help for a Tremendous Bowl advert.
- Nerds spent most of their price range one week earlier than the sport
- CeraVe spent most of its price range the day after the sport
- CeraVe had a a lot bigger annual price range, and devoted simply 6% of it to help their Tremendous Bowl advert marketing campaign
- Virtually all of Nerds’ price range gave the impression to be supporting this identical marketing campaign
Takeaways from Totally different Spending Methods
Which marketing campaign was extra profitable?
Whereas we won’t definitively say which marketing campaign was extra profitable, we will draw key classes from their methods:
CeraVe took a methodical, regular strategy. They used their Tremendous Bowl advert as an entry level right into a broader, long-term marketing campaign that focused a brand new viewers on sports activities platforms like ESPN.
This strategy means that, for manufacturers with extra evergreen services or products, sustaining momentum after the sport could also be extra essential than going all in upfront.
Nerds went for a extra concentrated push. They spent the majority of their price range main as much as the sport, utilizing the Tremendous Bowl as a significant second to drive consciousness for a more recent product.
In case your aim is to capitalize on buzz and pleasure in a brief timeframe, Nerds’ technique exhibits how focusing advert spend earlier than and across the large occasion can ship influence.
The takeaway? Totally different companies want totally different methods, and each approaches can work relying in your targets.
Questioning how advertisers will observe up their Tremendous Bowl adverts this yr? Take a free trial of AdClarity right now.
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WEB DESIGNER KUALA LUMPUR