EXCLUSIVE: Is Super Bowl $7M Ad Cost Worth It? 61% Say No, 18% Say They Looked Up Companies After Last Year's NFL Championship

Along with watching the NFL championship matchup of the Kansas City Chiefs and Philadelphia Eagles and a halftime show from Kendrick Lamar, viewers will get to watch lots of high-priced Super Bowl commercials.

A new Benzinga poll asked if the high cost of these ads was worth it.

What Happened: NFL media partner Fox Corporation FOX FOXA will air Super Bowl LIX and the commercials that go along with it.

While Fox will use a portion of its inventory space to promote its own shows and Tubi streaming platform, the company will also sell its ad space with an estimated cost of $7 million to $8 million per 30-second slot.

Fox was even able to get $8 million or more from some last-minute ad slots.

"Super Bowl LIX commercials cost around $7 million each. Do you think this is a smart marketing investment?" Benzinga recently asked.

The results were:

• Yes: 39%
• No: 61%

The majority of voters in the poll said they didn’t think the $7 million cost for a Super Bowl commercial is worth it. This could be bad news for the companies shelling out millions for their first Super Bowl ads Sunday.

Another Benzinga poll asked about the impact of seeing Super Bowl commercials last year.

"Did you look up any brands or advertisers after watching last year's Super Bowl ads?"

The results were:

• Yes: 18%
• No: 82%

The poll found that 18% of people looked up a company or brand after seeing a Super Bowl commercial for it.

Read Also: Super Bowl Commercials 2024: Complete List Of Super Bowl LVIII Ads And Companies Behind Them

Why It's Important: Last year's Super Bowl set a record with an average of 123 million viewers, with 202.4 million people watching at least a portion of the game.

This year's Super Bowl could set records once again or continue the trend of having an average viewership of over 100 million people and setting new streaming records.

During the 2024 NFL season, the Chiefs were the most-watched team, helping several media companies set records for viewership.

While the cost is high at $7 million, there are not many events that get this kind of television audience and a Super Bowl commercial can mean big things for companies of all sizes.

Among the companies airing their first ever Super Bowl commercials that could see a big impact from the high cost of an ad are:

• Totino's, brand of General Mills GIS
• Coffee mate, brand of Nestle NSRGY
• Hims & Hers Health HIMS
• Duracell, brand of Berkshire Hathaway BRKBRK
• NerdWallet
• Häagen-Dazs
• HexClad
• Angel Soft, brand of Georgia-Pacific
• Bosch
• Liquid Death
• Cirkul
• Fetch
• MSC Cruises
• OpenAI

Along with debuts, companies can also make headlines for advertisements that have celebrities, athletes or are heartwarming. Booking.com BKNG features several Muppets and has an easy-to-remember website, which could see traffic after the Super Bowl.

Hellmann's, a brand of Unilever UL has a reunion of Billy Crystal and Meg Ryan from "When Harry Met Sally" that could have people talking.

Fox is presumably hoping that, along with record viewership, people will be talking about its advertisements and Tubi streaming platform that will have prominent billing during the ad spaces.

Read Next:

• 14 Dot-Com Companies Had Super Bowl Commercials In 2000, Here’s How Many Still Exist Today

The study was conducted by Benzinga from Feb. 4, 2025 through Feb. 6, 2025. It included the responses of a diverse population of adults 18 or older. Opting into the survey was completely voluntary, with no incentives offered to potential respondents. The study reflects results from 88 adults.

Photo: Shutterstock