Mason Clark
Super Bowl 51, held on February 5, 2017, between the New England Patriots and the Atlanta Falcons, was not only a historic event for sports fans but also a major platform for advertisers. Companies invested heavily in 30-second to 60-second spots to reach the massive audience, with ad costs averaging around $5 million per 30 seconds. Among the top spenders were major brands like Anheuser-Busch, which dominated with multiple ads for its Budweiser and Bud Light brands, and PepsiCo, which showcased its Pepsi, Mountain Dew, and LIFEWTR products. Other notable advertisers included Ford, Hyundai, and Intel, each aiming to leave a lasting impression on viewers. The event also saw a rise in tech and streaming service ads, with companies like Amazon and Netflix making their presence felt. Analyzing these advertising efforts provides insight into the strategies and priorities of some of the world's largest corporations during one of the most-watched events of the year.
| Characteristics | Values |
|---|---|
| Year | 2017 (Super Bowl 51) |
| Top Advertisers | Anheuser-Busch InBev, PepsiCo, General Motors, Fiat Chrysler, Toyota |
| Total Ad Spend | Approximately $5.1 million per 30-second spot |
| Most Frequent Advertiser | Anheuser-Busch InBev (multiple brands including Bud Light, Budweiser) |
| Notable Ads | Budweiser’s "Born the Hard Way," Mr. Clean’s "Cleaner of Your Dreams" |
| Industry Focus | Automotive, Beverages, Snack Foods, Technology |
| Total Ad Time | Over 50 minutes of commercial time during the game |
| Viewership | Approximately 111.3 million viewers |
| Most Expensive Ad | $5.5 million for a 30-second spot (average) |
| Key Themes | Humor, Emotional Storytelling, Celebrity Endorsements |
| New Advertisers | 84 Lumber, Alfa Romeo, and several tech companies debuted ads |
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What You'll Learn
- Top Spenders: Which companies spent the most on Super Bowl 51 ads
- Most Frequent Ads: Which brands aired the highest number of commercials
- Industry Breakdown: Which industries dominated advertising during the game
- Ad Lengths: What were the durations of top companies' Super Bowl ads
- Memorable Campaigns: Which companies created the most talked-about Super Bowl 51 ads
Top Spenders: Which companies spent the most on Super Bowl 51 ads?
Super Bowl LI, held in 2017, saw a fierce competition not only on the field but also in the ad breaks, with companies vying for the attention of over 111 million viewers. The cost of a 30-second ad during this event reached a staggering $5 million, making it a high-stakes game for marketers. So, which brands were bold enough to invest heavily in this prime advertising real estate?
The Automotive Giants Rev Up Their Engines
Leading the pack were automotive manufacturers, with several brands dominating the ad spend rankings. Ford, a veteran Super Bowl advertiser, secured multiple slots, showcasing its diverse vehicle lineup. Their strategy focused on storytelling, featuring a mini-movie format for the Ford EcoSport, starring actor Bryan Cranston. This approach aimed to create an emotional connection with viewers, a tactic often employed to maximize the impact of such expensive ad placements. Another automotive powerhouse, Mercedes-Benz, also made a significant investment, promoting its luxury vehicles with a futuristic ad starring the iconic Peter Fonda.
Tech and Telecom Battle for Attention
The tech and telecommunications industries were not far behind in the ad spend race. Sprint, in a bold move, purchased two 30-second spots, totaling a $10 million investment. Their ads focused on network reliability and customer satisfaction, a strategic shift from their previous year's approach. Meanwhile, Intel, a newcomer to Super Bowl advertising, spent big to promote its 360-degree replay technology, a unique offering in the sports viewing experience. This tech giant's entry into the Super Bowl ad arena highlights the event's appeal to companies seeking to make a splash with innovative products.
A Surprise Entrant: The Power of Emotional Appeal
One of the most intriguing top spenders was 84 Lumber, a building materials supplier. Their decision to invest in a Super Bowl ad was unconventional, given the company's B2B focus. However, their 90-second ad, titled "The Journey," told a powerful story of a mother and daughter's journey to the US border, aiming to evoke emotion and spark conversation. This ad's impact extended beyond the game, generating significant online discussion and media coverage, proving that sometimes, taking a risk with a compelling narrative can pay off.
In the high-stakes world of Super Bowl advertising, these companies demonstrated that a substantial budget can be a powerful tool to capture the nation's attention. Each brand's strategy, whether through emotional storytelling or showcasing innovative products, aimed to leave a lasting impression on viewers, justifying the massive investment in this annual advertising spectacle.
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Most Frequent Ads: Which brands aired the highest number of commercials?
During Super Bowl 51, a select few brands dominated the airwaves, ensuring their commercials were seen by the massive audience tuning in for the big game. Among these, Anheuser-Busch stood out as the most frequent advertiser, airing a total of 10 commercials across its various brands, including Budweiser, Bud Light, and Michelob Ultra. This strategic move not only maximized exposure but also allowed the company to cater to diverse audience preferences, from heartfelt storytelling to humor-driven spots. By securing such a high volume of ad slots, Anheuser-Busch effectively owned a significant portion of the Super Bowl ad conversation.
Another brand that made its presence felt was PepsiCo, which aired 8 commercials during the game. Unlike Anheuser-Busch, PepsiCo leveraged its portfolio diversity, showcasing ads for Pepsi, Mountain Dew, and Doritos. This approach not only reinforced brand loyalty but also targeted different demographics, from younger viewers drawn to high-energy Mountain Dew ads to older audiences appreciating the nostalgia of Pepsi’s celebrity-driven campaigns. PepsiCo’s frequency ensured that its brands remained top-of-mind throughout the event.
Ford also emerged as a frequent advertiser, with 6 commercials highlighting its lineup of trucks and SUVs. The automaker’s strategy focused on practicality and innovation, appealing to viewers interested in reliability and cutting-edge technology. By airing multiple ads, Ford was able to emphasize different features and models, such as the F-150’s durability and the Escape’s fuel efficiency. This repetition reinforced the brand’s message and positioned Ford as a leader in the automotive space.
Interestingly, Wix.com, a website-building platform, aired 5 commercials during Super Bowl 51, a surprising move for a tech company not traditionally associated with such high-profile advertising. Wix’s strategy centered on humor and celebrity endorsements, featuring stars like Gal Gadot and Jason Statham. By airing multiple ads, Wix aimed to establish itself as a household name, leveraging the Super Bowl’s massive reach to drive brand awareness and user acquisition.
In analyzing these frequent advertisers, a clear pattern emerges: repetition breeds recognition. Brands like Anheuser-Busch, PepsiCo, Ford, and Wix understood that airing multiple commercials increased the likelihood of viewer recall. However, this approach comes with a hefty price tag, as Super Bowl ad slots cost millions. For marketers, the takeaway is that while frequency is powerful, it must be balanced with creativity and strategic messaging to justify the investment. Practical tip: If your budget allows for multiple ads, vary the content to keep viewers engaged while maintaining a consistent brand identity.
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Industry Breakdown: Which industries dominated advertising during the game?
Super Bowl LI, held in 2017, showcased a diverse array of industries vying for viewer attention during its coveted ad slots. A breakdown of the top advertisers reveals a clear dominance by three sectors: automotive, food and beverage, and technology. These industries not only invested heavily but also crafted campaigns that resonated with the massive audience, blending creativity with strategic messaging.
The automotive industry led the charge, with major players like Ford, Kia, and Buick securing prime ad spots. Ford’s focus on innovation and sustainability stood out, while Kia leveraged humor and celebrity endorsements to promote its lineup. Buick, targeting a younger demographic, emphasized affordability and style. Collectively, these brands accounted for nearly 20% of the total ad spend, underscoring the industry’s reliance on the Super Bowl to drive brand awareness and sales. For marketers in this sector, the takeaway is clear: high-impact storytelling paired with product features can effectively engage a broad audience.
Food and beverage brands followed closely, with Snickers, Budweiser, and Coca-Cola delivering memorable campaigns. Snickers continued its "You're Not You When You're Hungry" series, while Budweiser pivoted to a more emotional narrative, highlighting immigration and unity. Coca-Cola, meanwhile, repurposed existing ads to emphasize diversity and inclusion. This industry’s success lies in its ability to connect emotionally, leveraging universal themes that transcend the game itself. For advertisers, the lesson is to align messaging with cultural conversations to amplify impact.
Technology companies, though fewer in number, made significant strides with high-concept ads. Intel’s focus on its drone technology and Amazon’s Alexa-centric spots showcased innovation in action. These ads not only highlighted product capabilities but also positioned the brands as forward-thinking leaders. For tech marketers, the Super Bowl offers a unique platform to demystify complex products through engaging, accessible storytelling.
In contrast, industries like retail and telecommunications had a smaller presence, with Walmart and Sprint being notable exceptions. Walmart’s ad emphasized community and service, while Sprint focused on competitive pricing. Their strategies highlight the importance of tailoring messages to specific audience needs, even in a crowded field.
Ultimately, the industry breakdown of Super Bowl LI advertising reveals a strategic alignment between sector strengths and creative execution. Automotive, food and beverage, and technology brands dominated by leveraging their unique value propositions, while other industries found success through niche targeting. For advertisers planning future campaigns, the key lies in understanding industry trends and crafting messages that resonate deeply with the Super Bowl’s diverse audience.
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Ad Lengths: What were the durations of top companies' Super Bowl ads?
Super Bowl LI, held in 2017, saw a diverse range of ad lengths from top-spending companies, reflecting strategic decisions about impact and budget. Notably, 30-second spots dominated, with brands like Budweiser, Coca-Cola, and Pepsi leveraging this duration to tell compelling stories. However, some companies broke the mold: Hyundai and Kia opted for 60-second ads, allowing for deeper narratives and emotional connections. This variation highlights the balance between cost and creative ambition in Super Bowl advertising.
Analyzing the data, shorter ads (15 seconds) were less common among top spenders but were used effectively for brand reminders or extensions of longer campaigns. For instance, Skittles employed a 15-second spot to complement its longer ad, maximizing reach without overspending. Meanwhile, 60-second ads, though costly, offered a unique advantage: they allowed brands to stand out in a crowded ad lineup by delivering more complex messages or cinematic experiences. This strategic use of duration underscores the importance of aligning ad length with campaign goals.
From a practical standpoint, companies must weigh the cost-per-second of Super Bowl ads against their marketing objectives. A 30-second spot in 2017 cost approximately $5 million, making it a significant investment. Extending to 60 seconds doubles the expense but can amplify memorability. For smaller brands or those with limited budgets, 15-second ads provide a cost-effective alternative, though they require precision in messaging. Understanding these trade-offs is crucial for maximizing ROI in such a high-stakes advertising environment.
Comparatively, the choice of ad length also reflects a brand’s position in the market. Established companies like Budweiser often use 60-second ads to reinforce their legacy, while newer or niche brands might opt for shorter, punchier spots to build awareness. For example, Mr. Clean’s 30-second ad in Super Bowl LI went viral, proving that duration alone doesn’t guarantee success—creativity and timing are equally critical. This comparison suggests that ad length should be tailored to both brand identity and campaign objectives.
In conclusion, the durations of Super Bowl LI ads from top companies reveal a strategic interplay between budget, creativity, and brand goals. While 30-second spots remain the standard, 60-second ads offer a premium platform for storytelling, and 15-second spots serve as efficient reminders. For marketers planning future campaigns, the key takeaway is to align ad length with the desired impact, ensuring every second counts in the high-pressure arena of Super Bowl advertising.
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Memorable Campaigns: Which companies created the most talked-about Super Bowl 51 ads?
Super Bowl LI, held in 2017, featured a slew of high-profile ads, but only a handful left a lasting impression. Among the most talked-about campaigns was 84 Lumber’s "The Journey," a controversial and emotionally charged ad depicting a mother and daughter’s arduous trek toward the U.S.-Mexico border. The full six-minute version, available online due to broadcast restrictions, sparked debates about immigration and brand messaging, proving that risk-taking can pay off in terms of visibility. This ad exemplified how aligning with a polarizing issue can generate both criticism and praise, making it a case study in bold storytelling.
Another standout was Budweiser’s "Born the Hard Way," a historical narrative tracing the brand’s co-founder Adolphus Busch’s journey to America. While criticized by some as a response to Trump’s immigration policies, the ad resonated with viewers for its cinematic quality and emotional appeal. Budweiser’s strategy of tying its brand to themes of perseverance and the American dream demonstrated how heritage-focused storytelling can cut through the noise, even in a crowded ad lineup.
Mr. Clean’s "Cleaner of Your Dreams" took a different approach, turning a household product into a viral sensation. The ad featured a woman fantasizing about a muscular, dancing Mr. Clean, blending humor and sex appeal in a way that was both unexpected and memorable. This campaign proved that even mundane products can captivate audiences by injecting personality and creativity, making it a masterclass in rebranding through entertainment.
Lastly, Airbnb’s "We Accept" campaign stood out for its direct response to the political climate of the time. With a simple yet powerful message of inclusivity, the ad showcased faces of diverse ethnicities alongside the tagline, "We believe no matter who you are, where you’re from, who you love, or who you worship, we all belong." This timely and values-driven approach demonstrated how brands can align with social issues to create impact, though it also highlighted the risk of alienating consumers with differing views.
These campaigns reveal a common thread: memorability often stems from taking risks, whether through emotional storytelling, creative reinvention, or bold stances on societal issues. For brands considering Super Bowl advertising, the lesson is clear—play it safe, and you’ll likely be forgotten. Instead, leverage the platform to provoke thought, evoke emotion, or challenge norms, ensuring your message resonates long after the game ends.
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Frequently asked questions
Anheuser-Busch InBev (Budweiser) was one of the top spenders, with estimates suggesting they spent over $30 million on ads during the game.
Notable ads included Budweiser’s "Born the Hard Way," 84 Lumber’s "The Journey," and Mr. Clean’s "Cleaner of Your Dreams," which stood out for their storytelling and creativity.
Over 40 companies aired commercials during Super Bowl 51, spanning industries like automotive, food and beverage, technology, and retail.
Yes, several companies made their Super Bowl debut, including 84 Lumber, Alfa Romeo, and a few tech startups, aiming to gain national exposure.
