Super Bowl Ads: $8 Million Gamble or EMV Goldmine? (And Why You Should Be Tracking)
The Super Bowl. It's more than just a football game; it's a cultural institution, a spectacle of sportsmanship, halftime shows, and, of course, advertising. This year, demand for ad space was so robust that it sold out in November, and a 30-second spot is setting a record-breaking $8 million – even $8 million-plus for some placements.
With over 120 million viewers expected to tune in, brands are under immense pressure to make every second count. It's not enough to simply reach a massive audience; brands need to engage viewers, driving conversations and driving lasting impact. That’s where Earned Media Value (EMV) comes in. At MediaWorth, we use social and consumer behavior data to measure the impact of earned media and connect brand activities to real consumer behavior.
In this post, we'll explore the $8 million question: Can Super Bowl advertisers truly justify the cost? We’ll break down the importance of EMV, explain why brands need to track it, and highlight which ads we anticipate generating buzz this year.
The $8 Million Question: Is it Worth It?
$8 million. That's just the price of the airtime! Add in production costs, celebrity endorsements, and elaborate marketing campaigns, and the total investment is immense. Demand for ads was high, so we're sure to see some good ones.
While automakers largely took a seat this year, the snack and food industries stepped up, claiming 8 of the 49 known Super Bowl advertising slots.
Traditionally, Super Bowl ads have been justified by their unparalleled reach. Millions of viewers tune in, creating a captive audience. A recent Ipsos survey showed that nearly 80% of viewers watch the commercials, with 11% tuning in primarily for the ads!
However, reach alone guarantees nothing if the audience isn't engaged. The ad might be seen, but is it remembered? Is it shared? Does it drive actual sales?
So, how do brands justify this colossal expense? Increasingly, they're looking beyond traditional metrics and focusing on Earned Media Value (EMV).
Understanding Earned Media Value (EMV) and Why It Matters
Earned Media Value (EMV) quantifies the value of brand mentions, shares, likes, comments, and other forms of organic engagement from an ad campaign. Think of it as the monetary value of the "buzz" around your brand.
Why is tracking EMV so critical, especially for the Super Bowl?
Beyond Reach, It's About Engagement: EMV measures the quality of audience reaction, not just the quantity. Does your ad resonate enough to inspire action? With nearly half of Super Bowl watchers saying they're likely to participate in discussions on social media, positive engagement is key.
Quantifiable ROI: EMV provides a tangible metric for measuring the return on investment for a Super Bowl ad. Brands can compare EMV to the $8 million cost to see if their investment paid off.
Real-Time Insights: EMV isn’t just a post-game analysis. Brands can track ad campaign performance in real time, identify what's working, and adjust accordingly. While you can't change the commercial mid-game, you can amplify positive reactions and address negative feedback through social media engagement.
True Narrative: A positive EMV score signals success and kicks off your brand's "Earned Narrative Impact".
Consumer Behavior Shift: Ultimately, EMV can measure shifts in consumer behavior towards your brand, from awareness to action.
Brands to Watch This Super Bowl
Based on teasers and announcements, here are a few brands we're particularly interested in, and what we'll be tracking:
Little Caesars: The pizza chain is back, with a spot starring Eugene Levy. We'll see how this comedic ad resonates and drives traffic.
Hellmann's: Reuniting Meg Ryan and Billy Crystal is a clever move! We expect this ad to tap into nostalgia, particularly with older demographics. The positive sentiment and brand recall should translate into high EMV within their target audience.
Instacart: With a cast of brand mascots, Instacart is making a bold Super Bowl debut. We'll be monitoring social media sentiment to see if this ad introduces their service effectively.
Budweiser: Will viewers connect with the brand's return to the classic Clydesdales? As a fan favorite, we'll see if the legacy captures new audiences.
Doritos: They're reviving "Crash the Super Bowl", airing the winning ad "Abduction" (alien vs. snacker!). This fan-powered approach puts Doritos at the forefront of modern marketing. We'll be watching how this user-generated content impacts Earned Media Value, and strengthens their brand narrative.
Beyond the Game: Sustaining Momentum
Whether or not you invested in a Super Bowl ad, maximizing your marketing momentum is a must. It's about moving beyond isolated campaigns and building lasting connections with your audience. At MediaWorth, we provide the tools and expertise to measure that momentum for any campaign, any time. Our approach focuses on three interconnected elements: Earned Media Value (EMV), Earned Intent, and Earned Narrative Impact. To truly understand your campaign's impact and achieve lasting results, you need to measure and cultivate these three layers:
Maximize Earned Media Value (EMV) to Amplify Your Reach: Instead of just tracking likes and shares, understand how your message spreads organically. A beauty brand launching a campaign can use MediaWorth to track how content spreads and drives traffic. CPG companies can measure how user-generated content amplifies their message beyond paid promotions. Fashion retailers can quantify how social mentions relate to trending styles.
Drive Earned Intent to Fuel Results: Don't just measure awareness; measure intent. Streaming services can use MediaWorth to track how social buzz translates into actions, leading to subscriptions. Auto manufacturers can measure how social sharing drives research, impacting test drive bookings. DTC brands can monitor how creator content influences product investigation and drives sales conversions.
Shape Your Earned Narrative Impact to Build Resonance: It's about understanding how your story is received and integrated into culture. Beverage companies can analyze how their sustainability message spreads from social conversation into broader discussions. Tech companies can track how their innovation story moves from initial shares to a sustained narrative that positions them as industry leaders. Financial services firms can measure how their brand purpose evolves from campaign messaging to genuine market positioning and drives customer trust.
By understanding and optimizing these three interconnected layers, you can move beyond short-term gains and build a powerful, durable brand that resonates with your audience. With MediaWorth, you can strengthen isolated campaigns into meaningful connections and drive long-term growth.
The key isn't just capturing attention—it's understanding how that attention translates into genuine interest and sustained momentum.
Conclusion
The Super Bowl remains a high-stakes advertising opportunity. However, brands can't rely on reach alone. By focusing on Earned Media Value and Earned Momentum, brands can maximize the ROI of their Super Bowl investment. The question isn't just if they can generate EMV, but how much.
To help you track the real winners this Super Bowl, keep an eye out for the launch of our Super Bowl Advertiser Momentum Index – the first-ever free tracker measuring earned activity and consumer intent for every single ad, before, during, and after the big game.