BLACKSBURG, Va. (WFXR) – Virginia Tech’s marketing and brand management expert Donna Wertalik is providing insight on what most Super Bowl viewers look forward to.
According to Donna Wertalik, it’s more than just about the game. Wertalik said that most viewers are excited about the commercials and not just the rematch between the Kansas City Chiefs and the Philadelphia Eagles or halftime with Kendrick Lamar’s performance.
There are several strategies to the ads during commercials.
“There is a lot of work and money behind those converted spots, generating a rare marketing opportunity for brands,” says Wertalik. “Early planning, engagement, understanding the targeted audiences, and creating memorable marketing moments are just a few of the essential elements needed to create strong brand ties.”
Insights she provided include:
- The Cost of a Coveted Spot: “A 30-second Super Bowl ad in 2025 comes with a staggering price tag of $8 million. Only category leaders can afford this rare marketing opportunity,” says Wertalik.
- Social Media & Targeting: “Brands are leveraging social media platforms, influencer marketing, AI, behavioral tracking, and location-based targeting to maximize engagement and personalize content.”
- The Taylor Swift Effect: “Approximately 20% of Americans say Taylor Swift has influenced their football-related spending, a trend especially strong among younger audiences. This influence extends to the Super Bowl, making it an even more attractive platform for brands that have never advertised in the Super Bowl until the Taylor Swift Effect.”
- Brands to Watch: “Expect standout campaigns from Taco Bell, Doritos, Bud Light, Instacart, and Hims & Hers, as they harness the power of both traditional TV spots and innovative digital activations.”
What are you looking forward to this Superbowl?