Year after year, Super Bowl commercials showcase some of the highest-level brand storytelling in the advertising. Some TV spots make you laugh, some make you cry. Some have great storylines and others leave you scratching your head. The hope, for advertisers anyway, is that you’ll remember their brand the next time you need to purchase a product or service they sell.
Many sports fans use commercial breaks to refill their plates with finger food, but business owners and managers have a reason to stay seated. Super Bowl commercials – which AdWeek reports cost $8 million for a 30-second spot in 2026 – offer an opportunity to glean insights and ideas to score a touchdown with their next advertising and marketing plan. Below are three reasons to tune into the big game on Feb. 8:
Reason #1
Super Bowl commercials demonstrate consumer and cultural trends. Various themes dominate the airwaves every year. From nostalgia and AI to inclusivity and sustainability, brands use themed ads to mirror or shape what the audience cares about in the moment. Business leaders can take notes of any themes that are being repeated, and then pose the question: is this something my audience cares about? If the answer is yes, perhaps it’s worth strategically incorporating into your next campaign.
Reason #2
Ads showcase integrated marketing strategies. Super Bowl commercials are rarely standalone. Instead, they often connect to social media campaigns, influencer partnerships or product launches. Observing how these different strategies intertwine and thoughtfully including them in a future campaign can enhance their reach and impact.
Reason #3
High-value TV spots serve as creative effectiveness benchmarks for the year. Even on a local scale, Super Bowl commercials set the expectation for creativity and production quality for the year. Viewers watch, judge and discuss the quality and creativity of Super Bowl commercials, then subconsciously compare what they’ve seen during the Super Bowl to other ads popping up on their screens. High-quality production, thoughtful and concise messaging, and eye-catching visuals ensure content and campaigns are Super Bowl worthy all year long.
When the whistle sounds and the broadcast cuts to commercials, put down the chicken wings and pizza, and grab a pen and paper. Take notes and you just might find inspiration for your next marketing win.
REWIND: Why 2025’s Super Bowl commercials are worth watching
About the Author
Teri Hansen, APR, is founder, president and chief creative officer at Priority Marketing, Southwest Florida’s largest full-service marketing, advertising, public relations, website development and digital marketing agency. Visit PriorityMarketing.com or call 239-267-2638 for more information.
