As the biggest annual sports event in the United States, the Super Bowl is unmatched in its ability to capture the attention of millions of viewers. This year, Super Bowl LIX will air on Fox, and advertisers have eagerly locked in 30-second ad slots for over $7 million each, setting a new record. But why are brands willing to invest such a substantial amount? The answer lies in the unique cultural significance of the Super Bowl, where every play, ad, and halftime performance is watched and discussed by audiences nationwide and even globally.
The value of a Super Bowl ad extends beyond traditional television advertising. In the age of social media, these commercials are not just seen during the game; they are shared, dissected, and replayed for weeks, even years. This amplifies their reach and makes the Super Bowl one of the last remaining events that guarantees high live viewership, which is crucial for advertisers looking to maximize impact.
Why Super Bowl Matchups Matter to Advertisers
While the Super Bowl is consistently one of the most-watched programs on television, not all matchups are created equal. The teams that make it to the big game can significantly influence viewership numbers. Popular teams with large, loyal fan bases can drive higher ratings, while lesser-known or less popular teams may struggle to draw in casual viewers. For advertisers spending $7 million per slot, these factors are essential in determining how well their ads will perform.
Let’s break down the top Super Bowl contenders, examining how their inclusion in the game could impact viewer engagement and ultimately make those ad dollars worth every penny.
High-Viewership Teams: The Audience Magnets
Dallas Cowboys
Known as “America’s Team,” the Dallas Cowboys have one of the largest fan bases in the NFL, which extends well beyond their home state of Texas. A Super Bowl appearance by the Cowboys would undoubtedly attract high viewership across the United States, as fans and even casual viewers would tune in to see if they can reclaim their former glory. The Cowboys’ widespread popularity, combined with their historical significance in the league, makes them a powerhouse for viewership.
The Cowboys’ recent strong performances and renewed optimism surrounding their playoff chances add an extra layer of excitement. For brands looking to appeal to a broad national audience, a Cowboys Super Bowl appearance would be ideal, maximizing reach and engagement during the game.
Kansas City Chiefs
With quarterback Patrick Mahomes at the helm, the Kansas City Chiefs have become one of the most popular teams in recent years. Mahomes’ electric playstyle and the team’s dynamic offense have made the Chiefs a favorite among fans. They have already appeared in two recent Super Bowls, both of which attracted millions of viewers eager to see Mahomes in action.
Mahomes’ star power extends beyond the football field, appealing to younger audiences and bringing in fans from all backgrounds. A Chiefs appearance in Super Bowl LIX would draw significant interest and likely lead to high viewership numbers. Brands targeting a younger demographic or those interested in high-energy sports would find this matchup particularly lucrative.
San Francisco 49ers
As one of the NFL’s most historic franchises, the San Francisco 49ers boast a large and devoted fan base. The team has made multiple Super Bowl appearances over the years, and its fans are eager for another championship. The 49ers’ balanced team, featuring strong offensive and defensive capabilities, makes them a formidable contender.
Their fan base stretches across the country, and their games are consistently popular among casual viewers. A 49ers Super Bowl run would likely bring in strong viewership, especially on the West Coast. For advertisers looking to connect with tech-savvy and coastal markets, a 49ers appearance would be highly appealing.
Philadelphia Eagles
The Philadelphia Eagles have an intensely loyal fan base that spans generations. With their recent success, including a Super Bowl victory in 2018, the Eagles have established themselves as one of the most captivating teams in the NFL. Known for their physical, hard-hitting playing style and their passionate fan following, the Eagles consistently draw high viewership and have a nationwide base that tunes in, rain or shine.
If the Eagles make it to Super Bowl LIX, there’s a unique element that could add even more excitement and attract millions of additional viewers: the potential attendance of Travis Kelce’s rumored girlfriend, Taylor Swift. With Kelce’s brother Jason Kelce formerly playing for the Eagles, a Super Bowl showdown featuring the Eagles could mean a Swift-Kelce appearance in the crowd, sparking intense media coverage and drawing in fans who might not usually watch the game. Taylor Swift’s immense popularity could introduce the Super Bowl to new demographics, making this matchup an advertiser’s dream scenario.
In addition, an Eagles appearance would especially resonate with fans in the Northeast, a region known for intense sports rivalries and unwavering team loyalty. Advertisers could leverage this regional passion to connect with an audience that values tradition, resilience, and an underdog spirit. An Eagles-led Super Bowl, paired with the Swift-Kelce factor, would amplify the game’s reach beyond typical NFL audiences, offering brands an extraordinary opportunity to engage with one of the year’s largest, most diverse audiences.
Teams Likely to Drive Moderate Viewership
Baltimore Ravens
Led by Lamar Jackson, the Baltimore Ravens bring a unique style of play to the NFL. Jackson’s dual-threat abilities and explosive runs make the Ravens an entertaining team to watch, though their national fan base isn’t as large as some other teams. Still, Jackson’s appeal could attract a considerable viewership, particularly among fans who appreciate innovative playmaking.
For advertisers, the Ravens’ presence could appeal to younger fans and audiences that enjoy action-packed games. However, their draw might not be as substantial as teams with larger or more widespread fan bases.
Detroit Lions
The Detroit Lions have experienced a resurgence, making a playoff run more likely than it has been in recent years. While they lack a major national following, the story of an underdog team on the rise could generate interest. The Lions’ strong start to the season and gritty, blue-collar appeal make them a compelling narrative for the Super Bowl.
For advertisers, a Lions Super Bowl run could attract viewers looking for a Cinderella story, though it might not guarantee peak viewership numbers. Brands with a focus on resilience, hard work, and the American Midwest might find this matchup appealing.
Teams Likely to Draw Lower Viewership
Jacksonville Jaguars
While the Jacksonville Jaguars have shown improvement and are making a push toward playoff contention, they lack the national fan base and mainstream appeal of other teams. A Super Bowl appearance by the Jaguars would likely attract local viewership but might not bring in casual fans from across the country.
For advertisers, this matchup might not be ideal for broad national campaigns, though it could still appeal to fans of underdog stories. Brands focused on emerging talent or growth narratives might find value here, albeit on a smaller scale.
Cleveland Browns
Similar to the Jaguars, the Cleveland Browns have a devoted local following but struggle to attract national attention. Despite some recent success, the Browns do not have the widespread appeal that drives high Super Bowl viewership. A Browns Super Bowl appearance would likely result in lower overall ratings.
Advertisers may still find niche value in a Browns appearance, particularly if their brand aligns with the underdog spirit or appeals to audiences in the Rust Belt. However, for major brands aiming for maximum reach, this matchup might be less desirable.
Breaking Down Super Bowl Ad Costs and the Impact of Team Matchups
The price of a Super Bowl ad has reached a staggering $7 million for a 30-second spot in 2025. This substantial investment means that brands are looking for maximum exposure, which is influenced by the teams playing. Popular teams with strong fan bases can enhance ad performance, while a less appealing matchup might lead to fewer eyes on the screen.
Fox is betting that this year’s Super Bowl will attract a large audience regardless of the teams, but advertisers certainly have a stake in the matchups. For example, a game featuring the Cowboys and Chiefs would likely draw higher engagement compared to one with the Jaguars and Browns.
Prediction for Super Bowl LIX: Likely Contenders and Key Storylines
With the season in full swing, several teams are standing out as likely contenders. Based on performance, fan interest, and potential viewership impact, here are a few predictions for teams that could make it to Super Bowl LIX.
- Kansas City Chiefs – With Patrick Mahomes continuing to lead the way, the Chiefs have been one of the strongest teams in recent years. They bring an electrifying playstyle, a passionate fan base, and a star-studded lineup that appeals to both dedicated and casual fans.
- Philadelphia Eagles – The Eagles have shown resilience and depth, making them a serious contender. Their recent success keeps fans engaged, and their storied rivalry with other top teams could bring exciting matchups to the playoffs.
- Dallas Cowboys – The Cowboys are consistently in the playoff conversation, and their passionate fan base would create high engagement. A Cowboys Super Bowl appearance would likely draw some of the highest viewership numbers.
- San Francisco 49ers – The 49ers bring historical significance and recent competitiveness to the table. With a balanced roster, they are a strong contender for a Super Bowl run.
The Most Successful Super Bowl Ads of the Past 5 Years
The Super Bowl isn’t just about football; it’s also a battleground for the biggest brands, with companies investing millions to produce ads that entertain, inspire, and—most importantly—stick with viewers long after the game. Here’s a look back at some of the most successful Super Bowl ads from the past five years and what made them memorable.
1. Bud Light Seltzer – “Post Malone’s Inside” (2020)
This ad took viewers inside the mind of musician Post Malone as he debated between regular Bud Light and Bud Light Seltzer. Using humor, star power, and a clever portrayal of an “inner debate,” Bud Light’s ad resonated with younger viewers and went viral on social media. The campaign was a hit not only for its humor but also for the way it cleverly introduced a new product line, making it one of the most talked-about Super Bowl ads of 2020.
2. Rocket Mortgage – “Certain Is Better” with Tracy Morgan (2021)
Rocket Mortgage’s 2021 ad featured Tracy Morgan humorously explaining the difference between being “pretty sure” and “certain.” With a series of funny, exaggerated situations, the ad drove home Rocket Mortgage’s message about financial security and reliability. The ad resonated with viewers for its mix of humor and relatability, making it one of the most effective and talked-about commercials of Super Bowl LV.
3. Toyota – “Jessica Long’s Story” (2021)
In a stark contrast to the humor-driven ads, Toyota took an emotional approach by sharing the story of Paralympic swimmer Jessica Long. The ad showcased her journey, resilience, and strength, resonating deeply with viewers and standing out as a heartwarming piece amidst the usual lighthearted Super Bowl fare. The powerful storytelling not only boosted Toyota’s brand perception but also underscored their commitment to inspiring human stories and inclusivity.
4. Frito-Lay – “Twas the Night Before Super Bowl” (2021)
Featuring an all-star cast of retired NFL legends like Peyton Manning and Marshawn Lynch, this Frito-Lay ad played on nostalgia and humor. Narrated as a spoof of the classic holiday poem, “Twas the Night Before Christmas,” it included memorable cameos and plenty of laughs. Frito-Lay captured the excitement of Super Bowl night while promoting its snack brands in a way that resonated with football fans of all ages, making it one of the most memorable ads of Super Bowl LV.
5. Jeep – “The Middle” with Bruce Springsteen (2021)
Jeep’s “The Middle” ad, starring Bruce Springsteen, delivered a message of unity and finding common ground. Aired amid a polarized social climate, the ad’s tone was different from most Super Bowl commercials, aiming to inspire reflection rather than amusement. Although it sparked some debate, Jeep’s choice to focus on a message of unity made it one of the most memorable ads, as it connected with viewers on a deeper, more emotional level.
6. Coinbase – “Floating QR Code” (2022)
Coinbase made waves in Super Bowl LVI by airing an ad that featured a simple, bouncing QR code on a black background. This minimalist approach captured viewers’ attention, as many used their phones to scan the code out of curiosity, leading them to Coinbase’s site. The ad’s simplicity, paired with the viral curiosity it sparked, made it one of the most successful Super Bowl ads in recent years, as it effectively engaged tech-savvy audiences and drove a massive spike in app downloads.
7. Amazon Alexa – “Mind Reader” with Scarlett Johansson and Colin Jost (2022)
In 2022, Amazon showcased Alexa’s potential in an ad featuring real-life couple Scarlett Johansson and Colin Jost. The ad humorously imagined what life would be like if Alexa could read minds, leading to a series of comical scenarios. The ad’s relatable humor and star power made it a hit, resonating with couples and fans of the stars alike, while also cleverly memorably demonstrating Alexa’s features.
8. Doritos & Cheetos – “Push It” with Megan Thee Stallion (2022)
Frito-Lay returned in 2022 with another hit, this time featuring rapper Megan Thee Stallion and animals jamming to Salt-N-Pepa’s classic “Push It.” The fun, animated jungle setting, and the iconic song made the ad instantly memorable, particularly for younger audiences. This ad leveraged humor, star appeal, and catchy music to drive brand recognition for Doritos and Cheetos, aligning with their playful brand image.
9. Pepsi – “The Call” (2022)
As a prelude to its Super Bowl Halftime Show sponsorship, Pepsi released “The Call,” a cinematic ad starring hip-hop legends Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, and Kendrick Lamar. The ad, styled like a music video, showcased each artist preparing for the show. The blend of nostalgia, music, and star power successfully captured attention and heightened excitement for the halftime show, making it a standout ad of Super Bowl LVI.
10. T-Mobile – “New Neighbor” with John Travolta (2023)
In 2023, T-Mobile aired a light-hearted ad featuring John Travolta singing a parody of “Summer Nights” from Grease alongside Scrubs stars Zach Braff and Donald Faison. This nostalgic nod to Grease, combined with the fun chemistry between the actors, made the ad highly memorable. It succeeded in leveraging familiarity and humor to convey T-Mobile’s 5G message entertainingly, leaving a lasting impression on audiences.
These ads showcase how creativity, humor, star power, and emotional resonance can make a Super Bowl commercial truly unforgettable. As brands continue to push the boundaries, we can expect even more innovative and engaging ads in future Super Bowls.
How Ad Viewership Could Play Out Based on Team Matchups
The matchups in Super Bowl LIX could create various viewership scenarios. For instance:
- High-Interest Matchup (Cowboys vs. Chiefs): This pairing could result in record-breaking viewership due to the national appeal of both teams.
- Classic Rivalries (49ers vs. Cowboys): A game featuring historically competitive teams with strong fan bases could also draw substantial interest.
- Underdog Story (Lions vs. Ravens): While less likely to reach peak viewership, this matchup could still attract fans interested in a fresh narrative.
The Economic Impact of Super Bowl Ad Prices
The Super Bowl has become more than a sports event; it’s a major economic driver. With ads priced at $7 million for a 30-second spot, brands are investing heavily to capture one of the most engaged audiences of the year. A strong matchup can amplify this investment, while a less engaging game might dilute the impact. As advertisers continue to seek ROI, they are closely watching which teams make it to the final game.
In 2025, Fox expects that Super Bowl LIX will not only attract high viewership but will also serve as a valuable platform for brands to reach their target audiences in an increasingly fragmented media landscape.
