Super bowl is the yearly National Football League championship game usually held in the United States. These games are usually watched by many people in the United States, as evidenced in the year 2015 when Super Bowl XLIX had a viewership of approximately 115 million people.

Super bowl commercials were then adopted in a bid to create more revenue from brands like Coca-Cola, Budweiser, and Doritos among others. They have been widely accepted to an extent that some U.S citizens watch the annual super bowl in anticipation of the super bowl commercials that will be displayed that year. These commercials are also available on You Tube, the world’s largest website in terms of video sharing, where diverse people are able to view and appreciate the brands.

Effects of super bowl commercials

Super bowl commercials have various effects on their concerned stakeholder including the marketers and the consumers of the same. These advertisements have been widely accepted to an extent that they are able to influence various elements of culture that has been adopted.

In relation to consumers, super bowl commercials are mainly used to attract consumers to the brands being advertised. Super bowl commercials are set in such a manner that they attract the attention of the viewers by employing things like humor in them. It has been said that companies that invest in super bowl commercials perform better than those that do not (Syken, 2016). This in itself shows that super bowl commercials inspire consumers to want to acquire more of the brands that have been advertised.

They increase brand awareness to an extent that consumers know the particular brands that are usually advertised on the yearly super bowl commercials (Syken, 2016). They are a sure way of ensuring that your products remain to be part of those that are regularly considered by your consumers.

Additionally, consumer spending has increased across the years when looking at the super bowl weekends from 2007 to 2016. In 2007, consumer spending stood at 8.7 billion U.S dollars while in the year 2016, it stood at 15.53 billion U.S dollars (Statista, 2016). These are the purchases that consumers make that relate to the super bowl weekend. From the above we can conclude that the super bowl commercials, which are a part of the super bowl weekend, inspire spending from consumers.

Super bowl commercials have also been used to provide a platform through which more consumers can interact with other people, especially through social media. Super bowl commercials allow consumers to have a common ground through which they can share ideas and relate to one another. This is because they provide a common brand experience based on the particular brand that a consumer likes (Sterling, 2015).

Super bowl commercials also have various effects on marketers. Primarily, they can be used as a means of increasing the awareness of the company’s brands to a wider target market. As much as super bowl commercials incur significant advertising costs, they are a sure way of ensuring that more than one hundred million citizens in the United States know more about your products.

They can therefore provide a source of competitive advantage amongst your competitors if used well. The marketers have to gather knowledge about their consumers’ tastes and preferences to identify the most suitable ways of appealing to them in the short commercials. This is because if the commercial is not liked, it can adversely affect consumer perception on the products being advertised hence able to affect sales margins.

On the other hand, super bowl commercials can inspire consumer spending as mentioned above. This has been evidenced by increased consumer spending across the years during super bowl weekends. For marketers, this means increased revenue from their products and can also lead to improved financial performance (Smith, 2015).

Super bowl commercials can be used to increase and foster business relationships amongst various stakeholders. If a super bowl commercial is well perceived, suppliers, distributors might want to be a part of the organization as well. They will want to do business with the organization through an appreciation of the appeal that the commercials have (Hub, 2015). These commercials can also motivate employees and other internal stakeholders of an organization. On realizing that the commercial has been well received globally, they will be inspired to work harder as they feel that their efforts have been appreciated. This can also lead to new talent being attracted to the company. The organization can attract new talent and diverse skills by being able to pull a memorable super bowl commercial (Hub, 2015).


As much as super bowl commercials seem like a viable strategy to marketing products, marketers should remain keen on the expenses attributed to this as well as the long-term effect that the commercial will have on consumers. This is because super bowl commercials seem to appeal to consumers on a short-term basis. They provide a surge for consumer spending on the short term. This means that marketers ought to use other marketing strategies to maintain and increase their products brand awareness. This includes the use of social media and other online platforms to promote their products (Smith, 2015).