Super Bowl LIX could shatter records, including most-watched event ever

LAS VEGAS — Following the most-watched television event in U.S. history just a year ago, Super Bowl LIX’s advertising showcase is poised to reach unprecedented audiences. Last year’s overtime thriller between the Kansas City Chiefs and San Francisco 49ers drew a record-shattering 123.7 million viewers across all platforms, with a total of 202.4 million Americans watching at least part of the game. As advertisers prepare for this year’s spectacle, new survey data suggests they’ll have an even larger audience, with an estimated 180 million people planning to tune in.

The stakes for advertisers have never been higher. With Super Bowl viewership showing consistent growth — the last two championships rank as the most-watched broadcasts ever — brands are reimagining their approach to capitalize on this massive audience. Nielsen’s expanded out-of-home measurement, now covering 100% of contiguous U.S. markets (up from 66% last year), could push viewership numbers even higher for the 2025 game.

The Rise of the ‘Buy Now Bowl’

Gone are the days when Super Bowl ads were dominated by car commercials and long-term brand building. According to data from ad measurement company iSpot.TV, the 2025 game marks a significant shift toward immediate action, with brands focusing on products and services that viewers can purchase right away. From food delivery apps like DoorDash and Uber Eats to quick-service restaurants like Taco Bell and Dunkin’, this year’s advertisers want viewers to reach for their phones and make purchases during the game.

This transformation is particularly striking when compared to 2012, when 40% of ads were for automobiles. Today’s roster includes a diverse mix of consumer goods, from Hellmann’s mayonnaise to Doritos chips, reflecting a new era of instant gratification marketing.

The 2025 Super Bowl also welcomes 18 first-time advertisers, including some interesting newcomers. Artificial intelligence makes its debut with OpenAI, while traditional consumer brands like Häagen-Dazs and RITZ Crackers join the mix. Health and wellness companies are also stepping up, with Hims & Hers and Novartis (promoting breast cancer screening) making their Super Bowl advertising debuts.

The Celebrity Factor: From Optional to Essential

Perhaps the most dramatic change in Super Bowl advertising has been the explosion of celebrity appearances. In 2010, only 31% of Super Bowl ads featured celebrities. Today, that number has more than doubled, with about 68% of ads featuring at least one famous face. The strategy appears to be working – data shows that ads featuring multiple celebrities score 5% higher in likeability than those with single celebrities.

Data from iSpot shows the shift has been particularly pronounced since 2020, when celebrity appearances jumped to 78% of all ads, with movie and TV stars leading the pack at 51% of appearances. Sports figures and musicians have also maintained a steady presence, though at lower percentages.

AI Takes Center Stage

Just as cryptocurrency dominated Super Bowl advertising in 2022 and sports betting took over in 2023, artificial intelligence will “have its moment” in 2025. Tech giants and AI companies are making significant moves, with Google Gemini and OpenAI leading the charge. OpenAI joins the lineup as one of 18 rookie advertisers this year, marking the first time an AI-focused company has entered the Super Bowl advertising arena.

This shift mirrors broader cultural trends, following a pattern where Super Bowl advertising reflects the technological zeitgeist, from GoDaddy during the dot-com boom to crypto’s prominence in recent years. While AI companies are new to the Super Bowl stage, they’re part of a larger trend that has seen technology companies consistently commanding 13-19% of total ad time over the past five years.

What Viewers Want

According to a recent iSpot survey of nearly 18,000 U.S. consumers, humor remains king. About 32% of viewers are most looking forward to funny ads, while 11% are excited about nostalgic content, and 10% hope to be surprised. When it comes to specific content, 14% of viewers want to see TV and movie characters, 13% are looking for amazing visuals, and 12% are excited about celebrity appearances.

Nostalgia especially has emerged as a popular theme. Over the past three years, more than 25% of ads have resonated with viewers through nostalgic elements. This year’s lineup includes Kermit the Frog appearing for Booking.com and a “When Harry Met Sally” reference in Hellmann’s advertising.

Interestingly, 15% of viewers (representing approximately 40 million people) say they tune in specifically to watch the commercials, highlighting just how much the ads have become part of the entertainment.

The End of Risqué Advertising

One clear trend is the sharp decline in provocative advertising. While 23% of Super Bowl ads in 2014 were considered “risqué,” that number has dropped to 0% in recent years.

The last notably suggestive ad was a Mr. Clean commercial in 2017, and even that was relatively tame. This shift reflects changing social norms and a more diverse NFL audience.