The Tremendous Bowl LIX remains to be contemporary in followers’ reminiscence, with the Philadelphia Eagles taking the win in what was deemed a wipeout sport. However for a lot of viewers, the true sport is occurring between performs.
We’re speaking in regards to the advertisements. Advertising on the Tremendous Bowl has been a convention for many years, and this 12 months is not any completely different. Manufacturers throughout the US fork out tens of millions of {dollars} for a coveted 15-30 second slot, hoping to attain large with a world viewers. And rating they do – an Ipsos survey discovered that 80% of viewers watch the advertisements through the Tremendous Bowl, and a fourth watch them “attentively”.
Throw in a half-time present, and different well-known attendees, and you’ve got a swirling pot of American popular culture.
The Tremendous Bowl is a good instance of selling en masse that may work. So, what are you able to study from the Tremendous Bowl in 2025? And how will you apply it to your B2B PR strategies?
From humble beginnings to advertising and marketing mayhem
As a Brit, I wasn’t conscious of the Tremendous Bowl till my grownup years. However throughout the pond, it’s an enormous a part of the nation’s historical past. The Tremendous Bowl began in 1967 when the champions of the American Soccer League (AFL) took on the champions of the Nationwide Soccer League (NFL). Through the match, 51.18 million folks watched from dwelling, whereas in 2025, 120 million had been anticipated to tune in.
Again then, a 30-second spot price $37,500 on NBC and $42,500 on CBS – $400,000 in at this time’s cash. In line with Fox Sports activities VP Mark Evans, this year’s slots have been selling for a record $8 million, up from last year’s $7 million.
Within the 60’s, these advertisements had been simply common commercials, however as the recognition of the Tremendous Bowl grew, extra manufacturers took discover and put extra effort into their submissions. This created the cultural phenomenon of the Tremendous Bowl advert.
“The Taylor Swift Impact”
The Tremendous Bowl has at all times had star-studded visitors in attendance, however in recent times, one celeb has managed to trump all of them.
As an authorized Swiftie, I’ll confess: I didn’t know the Kansas Metropolis Chiefs existed just a few years in the past. But I used to be up at 1am on a Monday cheering them on. Why? Two phrases: Taylor Swift.
Since Swift first graced a Chiefs sport in 2023, and started courting the Chief’s tight-end Travis Kelce, she’s unlocked a complete new playbook for NFL viewership. Her attendance at video games sparked anger and controversy in regards to the gender divide in American soccer. There have been even rumours that the connection was all a ruse to boost Biden’s ratings for the 2024 Presidential Election.
Falon Fatemi wrote about “The Taylor Swift Effect” in Forbes final 12 months, and the stats don’t lie: Swift’s attendance at one of many video games noticed 27 million viewers tune in, essentially the most for a Sunday sport for the reason that earlier Tremendous Bowl, and generated $331 million price of worth for the Chiefs group.
Final 12 months, Swift’s Tremendous Bowl attendance was anticipated, nevertheless it wasn’t a part of any model’s longer-term comms plan. This 12 months, manufacturers had been ready to capitalise on the tidal wave of swifties tuning in.
Okay, so what does this should do with B2B PR?
It would sound just like the weirdest crossover you’ve heard this week, however hear me out. We will take away a lot of B2B PR classes from the parallels between Swift and Tremendous Bowl promoting.
1. Folks love folks
Earlier than Taylor Swift was promoting out stadiums, she started her profession speaking to her followers instantly on social media, even going so far as inviting them to her home. This cemented Swift as probably the most profitable singer-songwriters of a technology, as a result of her followers join along with her on a private degree.
For Tremendous Bowl advertisements, the sentiment is analogous. Utilizing well-known celebrities authentically creates familiarity for viewers, resulting in better engagement. Betty White’s Snickers ad back in 2009 is enshrined in Tremendous Bowl historical past along with her “You’re not you whenever you’re hungry” function in American minds for years to return.
What does this imply for B2B PR? Effectively, folks love folks. Personable tales may also help increase your enterprise in entrance of the suitable audiences by telling them insights they wouldn’t have realized by themselves. B2B manufacturers usually give attention to company messaging, however at this time’s resolution makers need manufacturers that really feel human. So, inform actual tales by actual folks and embrace transparency to face out.
2. Large audiences versus the proper viewers
Tremendous Bowl commercials price a dime, however the true price goes past the advert slot. Groups are engaged on campaigns a 12 months upfront, making ready with consumer research, beginning tender launches earlier than the large day, together with related marketing and PR. However does the ROI repay? It’s onerous to say.
Swift has a focused fanbase, and has cultivated a loyal group that helps her each transfer and organically grows her fanbase for her – the testimonials are to be longed for.
For B2B manufacturers, reaching the suitable viewers is more practical than attempting to solid your internet vast. Companies ought to place their belief in additional area of interest PR methods, with thought leadership in key titles, trade panels at occasions, and focused media placements, moderately than attempting to chase mass-market consciousness.
3. Constructing model authenticity and loyalty
Among the finest Tremendous Bowl advertisements create emotional connections with their viewers, leaving lasting results for years. A fantastic instance of this was Always’ ad in 2015 with its ‘#likeagirl’ campaign. Via thought-provoking storytelling, this advert created impacts past the Tremendous Bowl.
Swift additionally makes use of emotional storytelling through the use of her personal experiences in her songs to permit followers to really feel related to her. Regardless of the lyrics reflecting her personal life, followers can nonetheless apply the learnings to their very own lives and really feel part of one thing larger, displaying the craft behind Swift’s strategy to songwriting.
For B2B PR, the comms usually feels transactional, however manufacturers that construct neighborhood and skilled networks drive that long-term loyalty we’re all striving for. By investing in relationships, and never simply publicity, B2B companies can create higher outreach for themselves.
The ultimate landing
We’ve seen that Tremendous Bowl advertisements do nicely at having short-term impression on viewers, placing model names into their heads on the proper instances. Swift takes the extra long-term strategy, utilizing engagement techniques she’s used along with her followers since day one, just like the “easter eggs” she vegetation in her songs and movies. B2B PR ought to goal for the latter – and I don’t imply leaving clues behind in your press releases.
You need to use B2B PR to affect and have interaction on the proper ranges by leveraging authenticity, consistency, and the suitable viewers. B2B manufacturers don’t want Tremendous Bowl-sized budgets or the stardom of Taylor Swift to make an enduring impression. They simply want to inform genuine and completely different tales, put themselves on the market, and construct belief and authority with their viewers.
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