Much more than an American football final, the Super Bowl doubles up as a showcase for advertising creativity, with a gigantic audience and an XXL musical spectacle, the highly mediatized Halftime Show. With commercials selling for $8 million per 30 seconds, as well as the exceptional presence of Donald Trump, Taylor Swift and Kendrick Lamar, the event on Sunday February 8, broadcast by Fox, promises to be nothing short of HUGE!
Sport, show, stars.
The Romans, with their “Panem et Circenses ” (bread and circuses ), couldn’t have done it better.
The Super Bowl,the championship final organized by the all-powerful American Football League (NFL) since 1966, has established itself both on the field and in American homes, becoming the most watched sporting event in the United States.
In 2024, the duel between the Kansas City Chiefs and the San Francisco 49ers attracted an average of 123.4 million viewers. So much so, in fact, that the previous edition set a new audience record.
In addition to the match between the Kansas City Chiefs and the Philadelphia Eagles, the 59th Super Bowl, live from New Orleans, promises to exceed all expectations…On the program: the show by rapper Kendrick Lamar, a Donald Trump breaking with American tradition to watch the event from the stadium, as well as the presence of Taylor Swift to encourage her boyfriend Travis Kelce, against a backdrop of rumors of a marriage proposal.
The event will be broadcast by the Fox network live from the Superdome, the New Orleans Saints’ stadium in New Orleans, Louisiana.
An 83,000-seat stadium
To host the 59th Super Bowl (Super Bowl LIX), the NFL has set its sights on the Caesars Superdome or Superdome Saints stadium in New Orleans.
Designed after the Astrodome in Houston, the Caesars Superdome was inaugurated in 1975. With its 5.3 hectares of steel structure, it is the largest sports and entertainment venue in the United States.
The largest enclosed sports arena in the world at the time of its opening, the Superdome, as it is more commonly known, has a capacity of 83,000 seats.
This architectural marvel is well known to Super Bowl fans, as it has already hosted the event seven times: in 1978, 1981, 1986, 1990, 1997, 2002 and 2013. The 2025 edition will therefore be its eighth appearance.
The Superdome is also known for having accommodated 30,000 refugees during the terrible hurricane Katrina in 2005, which also damaged its roof, which reaches a height of 83 meters.
$8 million… in 30 seconds
According to Sports Business Journal, the Fox network, which is broadcasting the 59th Super Bowl this February 8, has managed to sell at least 10 30-second ads at $8 million each.
Two years ago, Fox also presented the Super Bowl. That year, the same duration was billed at $6.5 million. Despite the seemingly prohibitive cost, the network generated $600 million in advertising revenues.
By way of comparison, the first Super Bowl in 1967 charged $42,500 for a 30-second spot.
If brands are rushing to air commercials with star-studded casts and heartfelt punchlines, it’s far more to demonstrate their creativity and create a special emotional bond with their audience.
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Featured photo: © Rodion Kutsaiev/Unsplash
