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Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Super Bowl LVIII advertisers paid about $7 million for a 30-second in-game placement, according to the Associated Press. That figure is for airtime—not a verified total for making an ad, hiring celebrities, or running a broader campaign. One of the game’s high-profile spots was Michelob ULTRA’s 60-second “Superior Beach,” featuring Jason Sudeikis, Lionel Messi, and Dan Marino.
How much does a Super Bowl commercial cost?
The Associated Press reported an asking price of about $7 million for a 30-second in-game ad during Super Bowl LVIII in 2024. It is a reported media-buy figure, not an itemized campaign budget. The available figures do not establish what Michelob ULTRA spent to produce “Superior Beach,” pay its talent, or support the campaign beyond the airtime.
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The distinction matters: a 60-second commercial is twice the length of a 30-second placement, but the reported $7 million figure alone does not establish what the longer spot cost or what any particular advertiser paid. It should not be assigned automatically to every cameo or company that advertised.
The Associated Press’s report on Super Bowl advertising costs quoted Northwestern marketing professor Tim Calkins: “Advertisers this year are doing everything they can to try to break through the clutter.”
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Which Super Bowl ad featured Jason Sudeikis?
Michelob ULTRA’s “Superior Beach”
Sudeikis appeared alongside soccer star Lionel Messi and former NFL quarterback Dan Marino in Michelob ULTRA’s 60-second “Superior Beach” commercial. Its celebrity lineup brought together figures from comedy, soccer, and American football in a single spot.
Anheuser-Busch said its brands—Budweiser, Michelob ULTRA, and Bud Light—bought a combined 2.5 minutes of national advertising for the game. That company-wide total does not identify the price paid for each spot. Anheuser-Busch Chief Commercial Officer Kyle Norrington called the event “advertising’s biggest moment.”
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Anheuser-Busch’s Super Bowl LVIII announcement named the brands and described its advertising lineup.
Why are there so many celebrities in Super Bowl ads?
Celebrity casting is one way advertisers try to make a high-profile spot distinctive, but it is not proof that a particular cameo caused an ad’s results. In its post-game report, iSpot said 65% of Super Bowl LVIII ads featured at least one celebrity and 41% featured multiple celebrities. The same report said 72% used humor. These are iSpot’s measurements of the ads, not a survey of what viewers prefer.
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Jessica D. Collins of Virginia Commonwealth University Brandcenter told the Associated Press that celebrity commercials have shifted from a single spokesperson toward group appearances: “It used to be that you’d have a celebrity pop up that would sort of be the spokesperson of the commercial,” she said. “Now you’re seeing collaborations of celebrities… all in the same commercial, even (when) they have absolutely nothing to do with each other.”
iSpot also reported an average-minute P2+ audience of 126.6 million across linear television, streaming, and out-of-home viewing for Super Bowl LVIII. That audience measure helps describe the scale of the event; it does not establish how many people noticed a specific celebrity or whether the ad changed their behavior.
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iSpot’s Super Bowl LVIII post-game report provides its audience and ad-content measurements.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What kinds of Super Bowl ads did viewers say they wanted?
The Harris Poll’s 2024 Brand Bowl report asked interested U.S. viewers about the advertising they wanted to see. It found that 69% wanted funny ads, 51% wanted unique ads, and 43% wanted lighthearted ads. Separately, 50% of U.S. adults considered Super Bowl advertising generally a smart brand investment.
Those poll results capture stated preferences and broad opinions, not the share of commercials using a particular style. They are distinct from iSpot’s content measurements, and neither set of figures demonstrates that celebrity cameos made an individual campaign effective.
The Harris Poll’s 2024 Brand Bowl report details those viewer responses.
What products appeared in other 2024 Super Bowl ads?
Doritos’ 2024 campaign promoted Doritos Dinamita, including new spicy flavors and Dinamita Sticks. It is one example of a Super Bowl spot built around a specific product line rather than celebrity casting alone.
Marketing Dive’s coverage of Doritos’ 2024 campaign describes the featured products.
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