• Loading stock data...
Tuesday, July 15, 2025

Cost of Doing Business

  • COVID’s effects played a role in the lineup of brands that paid more than $5 million per 30-second spot.
  • Mainstays Coca-Cola and Budweiser, among others, won’t run ads during the game.
UberEats

No Coca-Cola or Budweiser, fewer movie trailers and an influx of tech companies means a different mix of Super Bowl ads this year.

But even with first-time advertisers like UberEats, Chipotle and Robinhood, 2021 marks the first time in over a decade where the cost of a Super Bowl ad dipped year-over-year.

The average cost for a 30-second Super Bowl spot was $2.7 million in 2010, and had steadily risen until this year’s $100,000 drop to $5.5 million.

“There was some uncertainty on whether there’d be a Super Bowl for part of the season and that had some advertisers [questioning] whether to make the commitment,” Alfredo Troncoso, Kantar Media’s vice president of global brand & marketing ROI, told Front Office Sports. 

In addition to the $183,000 per second cost, brands this year had to contend with higher production costs and delays related to the COVID-19 crisis. 

For companies like Scotts Miracle-Gro, who purchased a Super Bowl ad for the first time in the company’s history this year, a spot during Sunday’s game presents a way to capitalize on momentum gained during the pandemic.

“We got about 20 million new customers in COVID time last year, and the goal is to keep them and grow the market,” CEO Jim Hagedorn told CNBC.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

The BetMGM Sportsbook opened for business during the season opener between the Kansas City Chiefs and the Arizona Cardinals on the Great Lawn outside of State Farm Stadium.

18th-Century Law Fuels Legal Blitz on Sports Prediction Markets

Five new lawsuits accuse Kalshi, others of offering illegal sports betting.
July 9, 2009; Auburn Hills, MI, USA; Detroit Pistons president Joe Dumars during the press conference to introduce their new head coach John Kuester at their practice facility.

Joe Dumars Leaving NBA League Office to Run Pelicans

Joe Dumars was the architect of the 2004 champion Pistons.
Potawatomi Sports Book patrons the University of Wisconsin men play UCLA on Friday, March 14, 2025. The venue is open for the first time during March Madness and is expecting to be busy over the next few weeks in Milwaukee.

Kalshi Notches Legal Win in Fight With Nevada

Kalshi can keep offering its sports event contracts in Nevada—for now.

Featured Today

May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.
July 11, 2025

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.