Marketing Insights for Small Businesses: Super Bowl Edition!
“Super Bowl commercials: the only time I don’t skip ads.” - Everyone!
The Super Bowl isn’t just a football game; it’s a cultural phenomenon that captures the attention of millions of viewers worldwide. For marketers, it presents a goldmine of insights into advertising trends, audience engagement, and brand storytelling.
Image Credit: USA Today
The Power of Super Bowl Advertising
Super Bowl commercials are some of the most anticipated ads of the year. Companies spend millions of dollars for just 30 seconds of airtime, hoping to leave a lasting impression on millions of viewers. This year, according to The U.S. Sun, Nike is making waves by airing its first Super Bowl commercial in 27 years, demonstrating the immense brand impact that this event provides.
Why do businesses invest so heavily in these ads? Because they work. A well-executed Super Bowl commercial doesn’t just entertain—it builds brand awareness, sparks conversations, and, ultimately, drives sales. But you don’t need a Super Bowl-sized budget to achieve these same kind of results for your business.
Personally (and I know I am not the only one), I am one of those who tend to look forward to the commercials more than the actual game.
While not every business can afford a multi-million-dollar Super Bowl commercial, there are still valuable lessons that small and medium-sized businesses (SMBs) can learn from the biggest brands in the game.
Key Super Bowl Marketing Trends in 2025
This year’s Super Bowl ads will showcase several emerging marketing trends that businesses of all sizes can incorporate into their strategies:
1. The Rise of AI in Advertising
According to the Wall Street Journal, major brands are leveraging artificial intelligence (AI) to create more engaging, personalized, and efficient marketing campaigns. Companies like OpenAI, Meta, Google, and GoDaddy are incorporating AI-driven storytelling and automation into their Super Bowl ads. For SMBs, this means exploring AI tools for content generation, customer service, and personalized marketing without breaking the bank.
2. The Power of Celebrity (or Influencer) Endorsements
Super Bowl commercials often feature A-list celebrities to boost their appeal. The New York Post is reporting that this year, stars like Matthew McConaughey, Drew Barrymore, and Chris Hemsworth are making appearances in major brand ads. While SMBs may not have the budget for celebrity endorsements, influencer marketing can be a great alternative. Partnering with local influencers or industry experts can help you reach a wider audience without the Hollywood price tag. Is there anyone that is an expert in your industry, or maybe holds influence over a large list of followers/viewers in your local community? Reach out to them!
If you sell food or drink items, advertising for the Super Bowl may be easier for your business. But if you are more of a niche business, could you partner with another business to get more exposure, create a live event, or just be involved in a way that brings in more money from the partnership?
3. Nostalgia and Humor Still Win
Brands are leaning into nostalgia and humor to create memorable campaigns. We call this an ‘emotional pull’ or ‘hook’ in marketing strategy. Nostalgic ads tap into viewers’ emotions, making them more likely to share and engage with the content. Humor, when done right, makes an ad stand out in a sea of competitors. SMBs can use these elements (among others) in their social media marketing, email campaigns, and video content to build stronger connections with their audience.
Lessons from Super Bowl Ads that You Can Apply Today
While Super Bowl ads come with hefty price tags, their strategies are accessible to any business. Here’s how SMBs can apply these principles to their own marketing efforts:
✅ Engage Your Audience – Create content that tells a story and connects emotionally with your customers.
✅ Leverage Current Trends – Tap into pop culture, industry trends, and seasonal events to make your marketing timely and relevant. These can be things like national holidays, or local community events.
✅ Maximize Digital Channels – Use social media, video marketing, and paid ads to amplify your message effectively.
By adopting these Super Bowl marketing lessons, small businesses can create impactful campaigns without a multimillion-dollar budget. Need help crafting a winning marketing strategy? We are ready to start getting you some quick wins, you just need to reach out!
Best wishes,
Dr. Travis Lange
