Three questions to ask before investing in 2023 Super Bowl Ads

Gerard J. Tellis, Yusuf Ansari and Arif Ansari

Examines whether investing in pricey Super Bowl ads pays off, and how best to exploit the investment.

The Super Bowl may have been played several months ago, but the record-setting price of the 2022 Super Bowl ads (up to $7 million for 30 seconds) continues to puzzle experts and amateurs. The price of Super Bowl ads has risen year after year, even before inflation was an issue, so brands are right to wonder if the investment really paid off. As we look toward to 2023, there’s nothing to suggest costs will plateau, especially given that Fox – which will broadcast the game next year – reportedly started selling spots 18 months earlyto capitalize...

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