The Super Bowl isn’ just the biggest game of the year, it’s the biggest stage for advertisers. The 2025 Super Bowl ad landscape saw some major shifts, with humor and technology taking center stage, while insurance and auto brands took a backseat. According to our Basis Technologies, our programmatic & technology advertising partner, the top verticals for Super Bowl ads this year were Food & Beverage and Software & Technology, with brands prioritizing entertainment-driven storytelling over traditional big-budget car commercials. Interestingly, State Farm opted out of advertising this year, choosing instead to focus on wildfire relief efforts in Los Angeles.
Another standout trend? Celebrities and humor dominated. While the use of celebrities in ads dropped slightly from previous years, 54% of ads still featured a famous face, and 85% used humor, marking an increase from 71% in 2023. Meanwhile, nostalgia was nearly absent, with just 3% of ads tapping into sentimental themes(Source: Basis Data). These trends signal a shift toward entertainment-focused storytelling that resonates with modern audiences.
The Cost of Super Bowl Advertising in 2025
It’s no surprise that Super Bowl advertising remains one of the most expensive investments in marketing. This year, a 30-second spot cost a record-breaking $8 million, up from $7 million in 2024 (Source: Fast Company, “How Muuch Does a Super Bowl Ad Really Cost”). However, that’s just the tip of the iceberg. Once you factor in agency costs, production, talent, and additional media commitments, the true cost of a Super Bowl campaign can reach up to $49 million. Successful brands aren’t just betting on a single ad, they’re executing omnichannel campaigns across CTV, social, display, and digital video to maximize reach and engagement.
What This Means for Digital Advertisers
At Akers Digital, we help brands navigate the evolving digital ad landscape, leveraging the latest insights from partners like Basis Technologies to drive impactful, data-driven advertising strategies. Whether it’s programmatic display, OTT/CTV, or digital audio, we build campaigns that maximize your brand’s reach, without the $49 million price tag.
Want to ensure your brand stays ahead in 2025? Reach out to us to explore how digital advertising can work for you and you can read the full Basis Super Bowl Report by clicking the download link below.
