Tremendous Bowl adverts are identified for his or her price ticket. At $7 million for a 30-second spot, every second prices about $233K. However is it actually value it?
Some say the publicity is priceless, however with a cost-per-mille (CPM) of round $71, it’s almost ten occasions costlier than digital alternate options.
So, how do manufacturers be certain that they get the very best return on funding (ROI) after the ultimate whistle? It comes all the way down to the digital follow-up – working the identical or related creatives on social and digital show platforms to make sure the marketing campaign will get seen.
Whether or not you are aiming for a sluggish burn or a fast burst of consideration, the secret’s having a transparent digital technique that enhances your Tremendous Bowl funding. With AdClarity, you possibly can monitor which strategy is simpler in your opponents—and use that perception to form your personal campaigns.
We took a fast take a look at a few of final yr’s Tremendous Bowl advertisers to see what they spent on social media, Google show, and on-line video adverts to assist their massive TV spot.
The Significance of Digital Channels Put up-Tremendous Bowl
After the thrill of the large recreation subsides, the true work begins. That’s the place digital follow-up is available in—permitting manufacturers to leverage the momentum generated by their high-profile spot.
This momentum can retarget viewers, broaden attain to completely different viewers segments, and maintain their message top-of-mind in a aggressive panorama.
For entrepreneurs, there’s an actual worry {that a} single, high-profile advert won’t drive the long-term engagement or conversions they’re after.
A Tremendous Bowl advert reaches tens of millions, however with out sustained assist, the excitement fades quick. The objective is to increase its affect past recreation day via an built-in digital technique—partaking audiences, driving site visitors, and changing leads on social media, show adverts, and search.
2024 Tremendous Bowl Marketing campaign Case Research
Utilizing AdClarity’s insights, we examined how some high manufacturers leveraged their Tremendous Bowl spots to drive impactful digital campaigns.
CeraVe: The Michael Cera Marketing campaign
First, we dove into CeraVe’s “Developed with Dermatologists, Not Michael Cera” marketing campaign.

In keeping with AdClarity information, the corporate spent an estimated $339.3K on this marketing campaign in Q1 of 2024, with many of the spending occurring on February 12 (the day after the sport).

Within the pattern chart above, we are able to see the marketing campaign’s digital push lasted a few month.
Beneath, let’s take a fast take a look at the highest adverts they ran on social media and YouTube.

Discover that the creatives all characteristic roughly the identical story and design, with Michael Cera because the star. And the numbers underneath every advert signify the overall spend, impressions, and size of the video.
We will additionally see the highest publishers of this digital observe up. For a skincare model whose viewers won’t usually be big-time sports activities followers, it is curious to see the highest writer was truly ESPN.com.

This reveals that maybe the model handled this Tremendous Bowl advert as an opportunity to reach a new audience segment of sports activities followers.
Now, needless to say the three screenshots above are simply exhibiting information on the Michael Cera marketing campaign. If we take a look at CeraVe.com’s whole promoting spend and placements for a similar time interval, we are able to see a giant distinction.

Initially, we are able to see their whole digital spend was over $5 million, which means the Michael Cera marketing campaign was solely about 6% of this model’s digital spend within the first quarter of 2024. Additionally, they saved spending constantly all through the quarter, whereas the Michael Cera marketing campaign was roughly only one month.
their high adverts from this time interval, we are able to see the creatives all characteristic girls utilizing the product.

Nevertheless, if we take a look at the total record of campaigns, it appears to be like just like the Michael Cera marketing campaign truly had the very best price per mille (CPM), at $5.21 in comparison with most of their campaigns being within the $8 CPM vary.

It appears to be like like, within the case of this model, they used the Tremendous Bowl to achieve a brand new viewers phase with a humorous concept.
And it seems it could have been a less expensive digital marketing campaign than their typical evergreen campaigns.
Transferring on from a nerdy celeb to a Nerds sweet, let’s see how one other model supported their Tremendous Bowl advert on digital.
Nerds Sweet: Unleash Your Sense
Nerds have been round because the 80s, however the 2020 launch of their “Gummy Clusters” product took the model to new heights.
In fact, this hype product was the star of their first-ever Tremendous Bowl advert.

In keeping with AdClarity, the sweet model spent an estimated $1.1M on digital assist in Q1 2024.

Be aware: Test how a lot of an advertiser’s shopping for technique is programmatic vs direct with the Advert shopping for strategies widget.
Apparently, that they had their greatest on-line spending day on February 5, precisely one week earlier than the sport.
Their digital advert artistic principally featured TikTok star Addison Rae and the dancing personified gummy cluster from the TV spot.

Whereas CeraVe as a model had a ton of digital campaigns working, AdClarity noticed simply two for Nerds, with the bulk being this Tremendous Bowl marketing campaign. Each campaigns had a CPM of round $9.

Wanting on the full record of publishers, we are able to see once more a number of sports-related websites along with YouTube, Fb and Instagram.

So, this model could have taken the identical strategy to digital assist for Tremendous Bowl adverts by concentrating on sports-themed websites to achieve these Tremendous Bowl followers once more with their advert.
How A lot of the Annual Funds is for the Tremendous Bowl?
One final distinction we noticed between the 2 advertisers was how they spent all year long.
After we seemed on the 12 month overview, we noticed that Nerds spent most of their annual finances across the time of the Tremendous Bowl.
Nerds Sweet Annual Digital Advert Spend Pattern

And most of it was on video adverts, with social media adverts following shortly after.
However, taking a look at CeraVe, we noticed a extra constant spending pattern all through 2024. As soon as 2025 hit, the model’s digital advert spending truly began to ramp up (particularly on video, as we are able to see with the inexperienced line).
CeraVe Annual Digital Advert Spend Pattern

Once more, this simply goes to point out two distinctive approaches to dealing with digital assist for a Tremendous Bowl advert.
- Nerds spent most of their finances one week earlier than the sport
- CeraVe spent most of its finances the day after the sport
- CeraVe had a a lot bigger annual finances, and devoted simply 6% of it to assist their Tremendous Bowl advert marketing campaign
- Nearly all of Nerds’ finances gave the impression to be supporting this identical marketing campaign
Takeaways from Totally different Spending Methods
Which marketing campaign was extra profitable?
Whereas we will not definitively say which marketing campaign was extra profitable, we are able to draw key classes from their methods:
CeraVe took a methodical, regular strategy. They used their Tremendous Bowl advert as an entry level right into a broader, long-term marketing campaign that focused a brand new viewers on sports activities platforms like ESPN.
This strategy means that, for manufacturers with extra evergreen services or products, sustaining momentum after the sport could also be extra vital than going all in upfront.
Nerds went for a extra concentrated push. They spent the majority of their finances main as much as the sport, utilizing the Tremendous Bowl as a serious second to drive consciousness for a more recent product.
In case your objective is to capitalize on buzz and pleasure in a brief timeframe, Nerds’ technique reveals how focusing advert spend earlier than and across the massive occasion can ship affect.
The takeaway? Totally different companies want completely different methods, and each approaches can work relying in your objectives.
Questioning how advertisers will observe up their Tremendous Bowl adverts this yr? Take a free trial of AdClarity at the moment.