• Loading stock data...
Thursday, July 17, 2025

Why Super Bowl Ad Prices Aren’t Going Up Despite Record NFL Ratings

  • A series of factors combine to keep ad pricing steady, despite the NFL’s growing dominance.
  • The development and distribution of Super Bowl ads has fundamentally changed.
James Lang-USA TODAY Sports

On the surface, there’s a rather strong case for the cost of Super Bowl advertising spots to rise this year. The NFL last year enjoyed a banner season with ratings increases across the board, culminating in a record audience of 123.4 million for Super Bowl LVIII. 

Amid those viewership boosts, the NFL further established itself as by far the most dominant entity in all of U.S. television, claiming 93 of the top 100 audiences in 2023, regardless of genre. 

But as the selling season intensifies for the upcoming Super Bowl LIX in New Orleans, pricing for the title game is remaining steady at about $7 million per 30-second unit, according to multiple reports. That figure is in line with each of the last two Super Bowls, and only slightly higher than the 2022 game, and marks the longest run of stable ad pricing in the nearly six decades of the Super Bowl. 

Stagnant State

So what explains the apparent disconnect? Several contributing factors are at play.

  • A broader industry malaise: Even with the NFL’s might, there’s no question that the traditional linear television business is in a state of decline on a macro level. The recent advertising up-front market reflected that, with a 2.5% overall market decline this year projected to be followed by a 4.5% drop in 2025. Those decreases are happening as additional marketing dollars are going to streaming instead. 
  • Social media: The nature of Super Bowl advertising has changed in recent years, with online reveals before the game fundamentally altering when and how those spots are unveiled. In addition to the early distribution, social media has also helped raise consumer expectations surrounding the quality and tenor of Super Bowl ads. As a result, the new paradigm for Super Bowl advertising increasingly requires an extended and multifaceted approach, in turn narrowing the field somewhat for potential buyers. 
  • Additional buying requirements: Fox will be airing Super Bowl LIX, and not unlike other recent Super Bowl broadcasters, the network is believed to be requiring buyers for the title game to make a similar, or greater, commitment to other network content such as additional NFL games. 
  • Production costs: Total Super Bowl advertising costs can easily extend well into eight figures once production costs are also added to the acquisition of airtime. That expense, however, is still growing, again in part due to rising fan expectations that in some cases mirror what surrounds a Hollywood blockbuster movie. The hefty outlays, in turn, have led to the growing suggestion of a potential ceiling for the Super Bowl ad units. 

“There’s a value ceiling for the most expensive unit cost we’re ever going to pay—there’s only so much higher it could reasonably go,” said an unnamed ad buyer quoted by AdAge

Super Bowl LIX is scheduled for Feb. 9 at the Caesars Superdome.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Cleveland’s WNBA Team Follows Golden State’s Proven Blueprint

The franchise will play its first WNBA season in 2028.
Collins

NFL Second-Round Impasse May End As Niners Give Pick $9M Guaranteed

The contract isn’t fully guaranteed like the earlier second-rounder deals.
Jul 15, 2025; Cumberland, Georgia, USA; National League designated hitter Kyle Schwarber (12) of the Philadelphia Phillies hits a home run in the swing off of after the 2025 MLB All Star Game ended in a tie at Truist Park.

MLB All-Star Game Viewership Dips Despite Historic Swing-Off

Game viewership falls 3% despite late dramatics in the unique tiebreaker.
The 153rd Open

Trump Talks Continue, but Turnberry’s Open Return Is Uncertain

Trump Turnberry is still under consideration for future Open Championships.

Featured Today

Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
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
July 13, 2025

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.

ESPN Bidding Against NBC, Apple for MLB Rights Package

The league continues to negotiate with multiple media-rights bidders.
July 15, 2025

WNBA Hits Fourth-Highest ABC Viewership With Clark-Bueckers Duel

Clark missed the first Fever vs. Wings game with an injury.
July 15, 2025

MLB Home Run Derby Draws 5.7M Viewers on ESPN, Up 5%

ESPN reverses the trend from last year and registers audience growth.
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
Brittney Griner and Caitlin Clark
exclusive
July 15, 2025

‘Good Morning America’ Will Air From WNBA All-Star in First

The All-Star Game’s relevance has exploded with the league in recent years.
NBC Sports
exclusive
July 14, 2025

NBC Hiring Ex-Hawks Exec Grant Liffmann As NBA Front Office Insider

Liffmann spent the last three years with Atlanta after covering the Warriors.
F1
July 11, 2025

F1 ‘Poised’ to Choose Apple Money Over ESPN Reach

Formula One looks to be changing lanes.
Jul 10, 2025; Wimbledon, United Kingdom; Iga Swiatek of Poland at her on court interview after winning her match against Belinda Bencic of Switzerland on day 11 at All England Lawn Tennis and Croquet Club.
July 10, 2025

Wimbledon Set to Deliver Strong Finals Matchup for ESPN

Novak Djokovic is still in the hunt for his 25th Grand Slam.