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A 30-second spot to air during the 2024 Super Bowl costs $7 million


The Super Bowl this weekend is the biggest day of the year for advertisers.


TOM WOODARD: (As Frog #1) Bud.

RONNIE BROOKS: (As Frog #2) Weis.

BRIAN STECKLER: (As Frog #3) Er.

BERT BELASCO: (As character) You're playing like Betty White out there.

BETTY WHITE: (As Mike) That's not what your girlfriend said.

BRYAN CRANSTON: (As Walter) No, we don't eat our own supply.

AARON PAUL: (As Jesse) Mr. White.

CRANSTON: (As Walter) Jesse?

PAUL: (As Jesse) Everyone's gonna want a taste.


Samples of previous years' Super Bowl ads. And, of course, we'll find out the new ones this Sunday. According to Paramount, which holds the rights to the game, a single 30-second commercial can cost the advertiser up to $7 million this year.

FADEL: Maria Rodas is a marketing professor at the University of Illinois Urbana-Champaign. She's a big fan of Super Bowl ads.

MARIA RODAS: We talk during the game and absolutely not during the commercials because that's what I want to see. This is, for me, what the event is all about.

INSKEEP: Rodas says advertisers are hoping to create a moment that gets people talking.

RODAS: They're like mini-movies. They hire these big celebrities. The production value is insane. And so all of a sudden, 7 million is probably, like, the smallest of what they spend compared to the rest that they put into creating these.

INSKEEP: All in trying to link their products to a feeling, an emotion, a story.

RODAS: To have this almost undivided attention provides an amazing opportunity for marketers to create a narrative, to really be able to connect at a much deeper level with consumers.

FADEL: A deeper level with consumers and a deeper level with their pockets. Transcript provided by NPR, Copyright NPR.

NPR transcripts are created on a rush deadline by an NPR contractor. This text may not be in its final form and may be updated or revised in the future. Accuracy and availability may vary. The authoritative record of NPR’s programming is the audio record.

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