Super Bowl 2025—everything brands and agencies need to know about the Big Game

The hustle and bustle of Super Bowl season is in full force. Ad Age has spent months reporting on ad deals for Super Bowl LIX, the brands participating in this year’s game and top trends to look out for this weekend, culminating in this go-to resource for all your Big Game questions. Several brands have released their commercials and teasers in anticipation of Super Bowl Sunday, touching on hot topics such as AI, weight loss drugs, nostalgia—as seen in the Hellmann’s ad featuring Billy Crystal and Meg Ryan reprising their roles from “When Harry Met Sally...”—and of course, humor. Below, find answers to everything you need to know about the business of Big Game commercials and other commonly asked Super Bowl questions—from the teams playing to the brands advertising, the agencies behind the creative and where the game will be streamed. Sign up for our Super Bowl newsletter to get updates sent straight to your inbox before the Big Game. Super Bowl commercials Tracking the latest brand and agency plans Click here When is the Super Bowl this year? Super Bowl LIX will kick off Sunday, Feb. 9, at 6:30 p.m. ET. Where is the Super Bowl being played? The Super Bowl will take place at Caesars Superdome in New Orleans. What teams are playing in the Super Bowl? The Kansas City Chiefs and Philadelphia Eagles will face off for the second time in three years. The Chiefs are attempting to become the first team in NFL history to win three Super Bowls in a row. Kansas City defeated the Eagles in Super Bowl 2023. Doritos featured Chiefs quarterback (and frequent ad star) Patrick Mahomes in an ad promoting its “Crash the Super Bowl” fan ad contest. Get behind-the-scenes details from Big Game advertisers at Ad Age’s live-streamed Super Bowl Playbook event on Feb. 4. Register and learn more at AdAge.com/SuperBowl2025. Who is playing the Super Bowl Halftime Show? The 2025 Apple Music Halftime Show will be headlined by rapper Kendrick Lamar, with singer SZA making a guest appearance in the performance. Lamar released the album “GNX” in November and dominated pop culture headlines in 2024 due to his feud with Drake. Where can I watch the Super Bowl? Super Bowl LIX will air on Fox and stream for the first time on the free, ad-supported platform Tubi. Separate Spanish-language broadcasts of the Big Game will air on Fox Deportes and NBCUniversal’s Telemundo, with both airing the same national commercials as Fox. Super Bowl commercials Tracking the latest brand and agency plans Click here Which ads are considered Super Bowl commercials? Ad Age defines Super Bowl commercials as 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. See also: Ad Age’s 2024 Super Bowl ad review Regional ads are those 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. Local ad inventory can either be a cheaper way for brands to get into the Super Bowl, or it can serve as a unique method for addressing specific audiences. This year, for example, Google is set to air 50 regional ads in addition to its national spot, in order to showcase local businesses within each market and how they’ve used the tech giant’s AI product Gemini. Watch one of Google’s regional ads below. Which brands are airing national Super Bowl 2025 commercials? Brands continue to debut ads and teasers ahead of the game, and Ad Age has confirmed numerous entries on its Super Bowl brand tracker. Big Game mainstays such as Bud Light, Uber Eats and Squarespace will return, while plenty of newcomers will make an appearance, including Liquid Death, Novartis and Angel Soft. Viewers can expect a balance of familiar marketer categories in the game, including beverages, salty snacks, autos (though it seems many automakers are sitting this game out), quick-service restaurants and telecommunications providers, according to Mark Evans, Fox Sports’ head of ad sales. Super Bowl LIX will include more pharmaceutical and tech ads, particularly in the realm of AI, and fewer entertainment ads from movie studios and streamers. Which ad agencies are working on Super Bowl commercials? Agencies with multiple Super Bowl 2025 commercials, as of writing, include Highdive (Lay’s and MSC Cruises), Mischief @ No Fixed Address (Tubi and Coors Light), VML (Hellmann’s and The Foundation to Combat Antisemitism), Wieden+Kennedy (Coffee mate and Michelob Ultra via the New York office and DoorDash via the Portland office) and Ben Affleck’s Artist Equity (Stella Artois and Dunkin’). Check out a running list of which agencies handled Big Game ads in our Super Bowl ad tracker. How much does a Super Bowl commercial cost in 2025? This year’s Super Bowl ad prices have seen a notable increase since inventory hit the market. While the cost for a 30-second spot was initially in line with last year’s $7 million pricing during early upfront conversations, increased demand for live sports amid declining linear TV ratings drove prices higher as inventory sold quickly. Later upfront deals began passing the $7.5 million mark, eventually hitting $8 million per 30 seconds of air time for the first time. After announcing the game had sold out in November, Fox implemented a waitlist for brands seeking in-game airtime. Fox has sold more than 10 units at or over $8 million, including costly deals made to secure a spot in the Super Bowl from the waitlist. Read more: Super Bowl LIX ad sales trends What does streaming mean for Super Bowl viewership? While streaming has gained ground in live sports, the Super Bowl remains broadcast TV’s biggest night. The first digital simulcast of the Super Bowl was 2012’s Super Bowl XLVI, which made NBC’s broadcast available on the network’s website as well as the NFL’s website and mobile app. Simulcasts have become more common as each Super Bowl broadcaster launched an ad-supported streaming platform in the 2020s. But it’s unclear how much added Super Bowl viewership they’ve drawn. In 2012, Comcast announced that the Big Game was streamed on NBC by “2,105,441 users.” Paramount did not break out streaming viewership for the 2024 game, only saying Super Bowl LVIII was watched by 123.4 million and was the most-streamed Super Bowl in history. Streaming data firm Antenna reported that Paramount+ saw 3.4 million sign-ups in the three days before the game. The Super Bowl’s inaugural stream on Tubi will be a notable test of how the streamer, which leans into a younger, more diverse audience, will fare compared to paid, general interest platforms such as Paramount+. Tubi has reported over half of its 97 million monthly users are Gen Z or millennials and 77% don’t have access to cable. In addition to Taylor Swift’s continued presence at Chiefs games, Tubi will aim to entice young viewers to its Super Bowl stream with a pre-game red carpet hosted by model Olivia Culpo. It will follow game coverage with its new series “The Z-Suite,” in which a fictional New York City ad agency’s leadership clashes with Gen Z employees. Read about Tubi’s strategy and watch its teaser below Where can I find the latest news on Super Bowl 2025 commercials? Keep up with the latest Super Bowl news on our regularly updated Super Bowl ad tracker, which includes Big Game commercials, teasers, the brands buying ads and the agencies behind the creative. Get ready for Super Bowl LIX by binging past Big Game commercials in Ad Age’s exhaustive Super Bowl ad archive. Follow Ad Age on X, Instagram, LinkedIn, TikTok, Facebook and Bluesky 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 and conversations with those behind the ads.

Super Bowl 2025—everything brands and agencies need to know about the Big Game

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