Competitive Edge - Sports & Entertainment Marketing News

The sounds of Super Bowl ads, analyzed


From visual effects to A-list celebrities, there’s a lot to pay attention to in the elaborate productions that are Super Bowl ads.

So it’s easy for elements like music and voice-overs to be overshadowed. Still, for ads that can cost up to $7 million for just 30 seconds of airtime, it’s important to get every detail right.

Click here to read the story at

Discussion Questions:

  1. What is advertising?
  2. Why do brands advertise?
  3. Why would a brand invest $7 million in a Super Bowl ad?
  4. Given the significant investment, why is it important for brands to “get it right” when advertising during the Super Bowl?
  5. According to this story, last year’s Super Bowl ads carried a more somber tone than this year’s ads. Why do you think that might be?
  6. Some Super Bowl ads did not include a single audible mention of the brand’s name: 40%, to be exact. And only 20% included a spoken tagline, according to research cited in this news story. Why would a brand take that approach?
  7. What is licensing?
  8. How does licensing relate to music featured in Super Bowl ads?
  9. How might licensing make advertising during the Super Bowl even more expensive for a brand?
  10. In your opinion, should brands include licensed music as part of their Super Bowl ads? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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