8 Signals from Super Bowl 60 (And What Brands Should Pay Attention To)
By Scott Harris, director of advertising, Flock and Rally
Super Bowl ad prices hit a record this year: $10 million for 30 seconds. NBC sold out inventory in December. Some brands even paid $14 million for a 60-second spot.
This always leads to the inevitable debate among marketing teams: Is it worth it?
Rather than answering that directly, it’s more interesting to look at what this year’s game revealed. The Super Bowl isn’t just a media buy; it’s a snapshot of where culture, media and strategy intersect.
Here are eight signals from this year’s game.
1. The $10 Million Price Tag Isn’t Slowing Anyone Down
Despite record costs, brands showed up in force. The game reached more than 100 million viewers, one of the few remaining moments where a mass audience gathers at the same time.
When audiences are spread across screens and platforms, that level of scale carries real weight.
2. ROI Is No Longer Just About the 30 Seconds
Five years ago, the estimated return was around $2.50 per $1 spent. Today, it’s closer to $5+ per ad dollar.
But the investment now extends far beyond the broadcast. It includes:
Teaser campaigns
Pre-game releases
Social activations
App integrations
Post-game engagement
Even bundled buys tied to the Winter Olympic Games
The Super Bowl has evolved into a multi-platform ecosystem.
3. Appointment Television Still Exists
Nearly 80% of viewers say they tune in not just for football, but for the ads and entertainment.
In an era of on-demand streaming, the Super Bowl remains one of the last truly shared, live-viewing events. It sparks next-day conversations and those office “water cooler” moments.
It is a rare moment when viewers come together to watch the same content at the same time, and that kind of collective attention is extremely valuable in this age of consumption.
4. Performance Marketing Is Sharing the Stage With Brand Storytelling
The line between brand storytelling and performance marketing continues to blur, and Super Bowl ads are no longer just about awareness.
Advertisers are tracking:
Website traffic spikes
Direct sales lifts
App downloads
Social engagement
Earned impressions
The Super Bowl may be the biggest brand stage in the world, but it’s also become one of the most measurable. The ads that resonate culturally are now expected to perform commercially, and the data tells that story in real time.
5. Super Bowl? More like the Wellness and Tech Bowl
This year saw:
A surge in healthcare and wellness brands
Heavy representation from AI and tech
Less automotive and quick-serve presence than in years past
Prime-time visibility signals category confidence. The brands showing up reflect where investment and cultural focus are shifting.
6. AI Is Now a Mainstream Character
Anthropic’s Claude ad stood out for its self-aware humor. In the spot, a user asks his AI assistant for help getting six-pack abs and is instead nudged toward buying shoes he doesn’t want.
They were essentially poking fun at competitors that are already inserting ad placements into large language models (LLMs) and AI personal agents. It positions Claude as the AI that actually helps you instead of trying to sell to you.
This ad resonates because it feels uncomfortably possible. As an AI that helps rather than monetizes, it’s a pointed commentary as more platforms explore advertising integrations within AI systems.
Whether that positioning holds long-term is another story. But culturally, it was sharp.
7. Nostalgia Still Converts
Dunkin' leaned into 1990s sitcom-style parody and celebrity cameos while pairing the spot with a large-scale iced coffee giveaway via its app.
Meanwhile, Pepsi took a playful jab at Coca-Cola, tapping into one of advertising’s longest-running rivalries and adding a viral “kiss cam” moment.
Familiarity remains a shortcut to engagement.
8. Humor Dominated For a Reason
In a year that’s felt heavy in many ways, brands leaned hard into laughter. The tone across categories was noticeably lighter, more exaggerated and more self-aware.
That creative shift feels intentional. Humor becomes a release and one of the fastest ways to build connection, especially during a live, shared event. A joke doesn’t require context or explanation. It just lands, and when it does, the message sticks.
Comedy also lowers defenses. In 30 or 60 seconds, brands don’t have much time to persuade. But they can make you laugh. And in a crowded media moment? That emotional shortcut still works.
The Ultimate Question: Is It Worth It?
The better question might be: What does it say about where we’re headed? The Super Bowl remains one of the clearest annual snapshots. Who shows up, how they show up and what they choose to say.
The $10 million headline is attention-grabbing. But the real value lies in how brands use the moment and how those signals will influence the rest of the year.
Here at Flock and Rally, we look beyond the headlines to understand what moments like this signal for brands the rest of the year. If you’re thinking about how this might influence your brand’s next big move, let’s continue the conversation.