The Super Bowl is not only the most anticipated sporting event of the year in the United States but also one of the most coveted advertising platforms for brands worldwide. With an audience exceeding 100 million viewers, commercials aired during the game become a golden opportunity for companies to connect with the public. However, Disney+ surprised everyone this year by not featuring the character Joy from Inside Out in its Super Bowl ad.
According to data from AdAge, this year’s commercial breaks reached record prices, surpassing $8 million per slot. This price increase is attributed to the growing number of brands eager to advertise their products or services.
For example, Fox sold all available ad slots by November 2024, anticipating that the event’s audience would surpass 120 million viewers across television and digital platforms. Some of the brands that will be advertising this weekend include Uber Eats, Dunkin’, Doritos, Budweiser, Reese’s, Taco Bell, Stella Artois, GoDaddy, Hellmann’s, Häagen-Dazs, and Pringles, among others.
What is Disney+’s Ad About?
Last year, Disney+ featured some of its most iconic characters, particularly Joy from Inside Out 2. That’s why, in its new Super Bowl ad, Disney decided to go without Joy and several of its legendary characters from different scenes in its history.
According to the company, its ad, titled What If, created in collaboration with Ultrabland, is based on last year’s Well Said campaign, which focused on text-based commercials featuring iconic quotes from Disney’s intellectual property.
In the extended 60-second version, Disney explained that a 30-second ad will air during the Big Game, likely at the end of the first quarter or the beginning of the second.
It’s worth noting that this marks the second consecutive year that Disney+ has aired a Super Bowl ad.
As the digital landscape continues to evolve, Super Bowl advertising is also transforming. While TV commercials remain a major draw, the integration of emerging technologies and omnichannel strategies will allow brands to maximize their impact and engage with audiences more effectively.
The Super Bowl is not just a celebration of sports but also a showcase of advertising innovation, where brands have the chance to shine. In such a highly competitive environment, the key to success lies in creativity, authenticity, and the ability to establish an emotional connection with the audience.
As every year, advertisers spare no expense when it comes to the Super Bowl. In 2025, the average cost of a 30-second commercial surpassed $7 million, solidifying this event as the most expensive advertising space on television. However, the investment goes far beyond airtime: brands allocate significant budgets for production, celebrity endorsements, and digital marketing strategies to amplify their impact before, during, and after the event.
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