What this year’s Super Bowl ads said about diversity, influencers and commerce

Super Bowl LVIII on CBS drew the biggest-ever single TV audience of more than 126 million this past Sunday, per iSpot – growing not just in viewership for football’s ultimate contest, but the advertising game as it continues to shape diversity, influencer marketing and commerce media.

The Kansas City Chiefs’ win over the San Francisco 49ers in overtime delivered an average second-by-second audience of 126.6 million across all linear, out-of-home and streaming, with CBS accounting for 36% of all TV ad impressions, according to preliminary data from iSpot. Viewership grew 10.9% year-over-year, with 81 spots from 65 advertisers – up from 59 spots and 51 advertisers in 2023.

Super Bowl advertising has continued to get more expensive — with a price tag of $7 million per ad this year — forcing agencies and clients to get strategic and creative about teasing their content on social media with a mix of influencers and celebrities, expanding retail opportunities — while also balancing diversity and representation.

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