Infographic: Making a Memorable Super Bowl Ad

Ensuring your Super Bowl commercial makes an impact isn't just about casting a celebrity

With Super Bowl 58 commercials clocking in at $7 million for 30 seconds, advertisers are all trying to make a sure bet with their creative.

According to a survey of Super Bowl watchers by United Talent Agency’s UTA IQ, Big Game commercials that reference—or, lately, revive—specific entertainment IP or characters are considered both unique (71%) and more likely to improve purchase consideration (72%). Among recent hits were Jeep’s Groundhog Day revival with Bill Murray and PopCorners reuniting the Breaking Bad duo

Celebrities

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Jan. 30, 2024, issue of Adweek magazine. Click here to subscribe.