A 30-second in-game Super Bowl LVIII ad was reported to cost about $7 million for airtime alone. That is not a verified all-in price for producing a commercial or paying its celebrities. Jason Sudeikis appeared alongside Lionel Messi and Dan Marino in Michelob ULTRA’s 60-second “Superior Beach” ad, one example of brands using high-profile casts to compete for attention during the 2024 game.
How much did a Super Bowl 2024 commercial cost?
The Associated Press reported that a 30-second in-game placement during Super Bowl LVIII cost about $7 million. That figure describes the reported media-buy price for airtime; it is not an itemized production budget or total campaign cost. The available reporting does not establish what Michelob ULTRA spent on producing “Superior Beach” or on celebrity talent, so the general airtime estimate cannot be used to calculate the cost of that particular ad.
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The distinction matters when people say companies “spent millions” on Super Bowl ads. Airtime is one part of the bill; production and campaign work are separate costs, and the cited figure does not quantify them. The AP’s report is about a 30-second placement, while “Superior Beach” ran for 60 seconds. The reported price should not be doubled to claim a verified price for that commercial.
Associated Press: Super Bowl advertising costs and celebrity ads
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Which Super Bowl ad featured Jason Sudeikis?
Sudeikis appeared in Michelob ULTRA’s 60-second “Superior Beach” commercial with Lionel Messi and Dan Marino. The beach-set ad brought together figures from comedy, international soccer and American football to promote the beer brand. Its length and cast identify the spot; they do not disclose what any performer was paid.
Anheuser-Busch said its brands bought 2.5 minutes of national advertising across Budweiser, Michelob ULTRA and Bud Light for Super Bowl LVIII. That is the company’s combined stated airtime across those brands, not the duration or price of any one commercial. Anheuser-Busch Chief Commercial Officer Kyle Norrington called the event “advertising’s biggest moment.”
Anheuser-Busch on its Super Bowl LVIII advertising
Why were so many celebrities in Super Bowl ads?
Celebrity casting is one way advertisers try to make a spot stand out in a crowded broadcast. Northwestern University marketing professor Tim Calkins told the AP, “Advertisers this year are doing everything they can to try to break through the clutter.” Jessica D. Collins of Virginia Commonwealth University Brandcenter described a shift from a single celebrity spokesperson toward “collaborations of celebrities” who may have little connection to one another.
iSpot’s post-game report measured celebrity appearances across Super Bowl LVIII ads: 65% featured at least one celebrity, and 41% featured multiple celebrities. It also reported humor in 72% of ads. Those are iSpot’s content measurements, not evidence that celebrity casting caused a particular advertiser to succeed or that every ad used celebrities for the same reason.
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Audience preferences are a separate measure. In The Harris Poll’s 2024 Brand Bowl report, interested U.S. viewers said they most wanted funny ads (69%), unique ads (51%) or lighthearted ads (43%). In the same report, 50% of U.S. adults considered Super Bowl advertising generally a smart brand investment. These poll findings describe reported attitudes, not the measured contents of the ads or a causal assessment of their business results.
iSpot also reported an average-minute P2+ audience of 126.6 million across linear television, streaming and out-of-home viewing. That audience figure uses iSpot’s stated measurement framing; it is not a count of people who watched every commercial or recalled a specific celebrity.
iSpot’s Super Bowl LVIII post-game report · The Harris Poll’s 2024 Brand Bowl report · Associated Press on the celebrity trend
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What else did the 2024 Super Bowl ads promote?
Celebrity cameos were not the only way commercials competed for attention. Doritos’ 2024 campaign promoted Doritos Dinamita, including new spicy flavors and Dinamita Sticks. Naming a product featured in a spot is different from estimating what its advertiser paid for airtime or the full campaign.
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Marketing Dive on Doritos Dinamita’s Super Bowl campaign
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