Super Bowl 2024 guide—everything you need to know about the business of the Big Game

It’s the most wonderful time of the year—the Super Bowl. Ad Age has spent the last few months compiling extensive reporting on the ad deals, brand marketing and top trends of this year’s Big Game to create your go-to source for all questions Super Bowl. The excitement reaches its peak this week as the ad world preps for Super Bowl Sunday. Super Bowl commercials Tracking the latest brand and agency plans Enter here Several brands have already released commercials and teasers in anticipation of Super Bowl LVIII, touching on this year’s hottest topics and stars, such as the resurgence of “Suits” and AI-generated images, plus Schwarzenegger, Scorsese and Swift—oh my! Read more: The top trends defining Super Bowl LVIII Below, Ad Age has compiled a resource for everything you need to know about the business of Big Game commercials and answers to some of the most commonly asked Super Bowl questions. Where can I find the latest news on Super Bowl 2024 commercials? Keep up with the latest Super Bowl news on our regularly updated Super Bowl marketing chart, which includes Big Game commercials, teasers, the brands buying the ads and the agencies behind the creative. For other marketing news surrounding the Super Bowl, check out our dedicated live blog here. And don’t forget to binge past Big Game commercials in Ad Age’s exhaustive Super Bowl ad archive. Follow Ad Age on X, LinkedIn, TikTok and Facebook for more, including live reactions and analysis from our reporters on Super Bowl Sunday. Ad Age will be live on its Instagram throughout the game with real time insights. When is the Super Bowl? Super Bowl LVIII will kick off Sunday, Feb. 11 at 6:30 p.m. ET. Where can I watch the Super Bowl? The game will air on CBS this year, and will be available to stream on Paramount+. The Spanish-language broadcast of Super Bowl LVIII will be broadcast on Univision. A first-time kids’ simulcast of the game will air on Nickelodeon. Read more: An ad guide to all the Super Bowl broadcasts What teams are playing in the Super Bowl? The Kansas City Chiefs and San Francisco 49ers will face off at Allegiant Stadium in Las Vegas on Feb. 11. Will Taylor Swift be at the Super Bowl? Taylor Swift has become an inescapable force in pop culture and an unexpected fixture in the current NFL season. The pop star struck up a romance with Chiefs tight end Travis Kelce last fall, turning her so-called Swifties into avid football fans. Of course, brands got in on the hype as well. With Kelce playing in the Super Bowl, many are curious how the singer will impact this year’s game. Swift is set to perform in Japan the night before the Super Bowl, Feb. 10, and much math has been done on her ability to make it to Las Vegas in time for kickoff. Even the U.S. Embassy of Japan penned a statement saying Swift would be able to “comfortably arrive in Las Vegas before the Super Bowl begins.” Read more: How brands are tapping into Super Bowl Swift mania View this post on Instagram A post shared by JICC, Embassy Of Japan🌸 (@japanembdc) Who is playing the Super Bowl halftime show? Usher will headline the Apple Music Super Bowl LVIII Halftime Show. It will be the singer’s first time leading the Big Game’s halftime performance; however, Usher did appear in the Super Bowl XLV show headlined by the Black Eyed Peas. How much does a Super Bowl commercial cost in 2024? Paramount announced in November that it had “virtually sold out” of Super Bowl ad inventory. Pricing for 30-second ads, like last year’s game on Fox, topped out at around $7 million per unit. Paramount also announced that its inventory on Nickelodeon sold out in late January. Ad inventory in the family-focused game cost around $300,000. TelevisaUnivision told Ad Age it was nearing a sellout for the Spanish-language simulcast in late January as well, with some brands focusing on the broadcast’s U.S. Hispanic audience over the primary broadcast. Units for Univision’s game sold in the low- to mid-$200,000 range. Which ads are officially considered Super Bowl commercials? Super Bowl commercials are officially those airing nationally during the game—which is between the coin toss and the end of play. Ad Age only reviews national, in-game ads. Check out last year’s Super Bowl ad review here. What’s the difference between a regional Super Bowl ad and a national one? Regional ads are targeted to local markets, so not everyone watching the game across the country will see those ads; national ads will be served to the entire country, and they’re priced to reflect that reach. Watch United’s regional ads here Some brands strategize specifically for local Super Bowl markets rather than all-at-once viewership. New streamer Zeam will air nearly 100 regional ads in this year’s game and curate those spots specifically for local cities. Meanwhile, Ally Financial found an in-between, purchasing regional ad units on Paramount+, which will be shown to all viewers streaming the game around the country. Which brands have commercials in this year’s game? Many of the Super Bowl’s staples will return this year—Doritos, T-Mobile, TurboTax and Booking.com, among others, are returning. But Super Bowl debuts are aplenty, with first-timers such as Etsy, Drumstick, Starry and Lindt set to appear.

Super Bowl 2024 guide—everything you need to know about the business of the Big Game

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