I am a HUGE fan of Kendrick Lamar. His ability to blend societal and political observations with a great beat is unmatched. Besides, how many hip-hop artists have been awarded a Pulitzer Prize?!
If my timing is right, you’re reading this post just before Kendrick Lamar takes the stage at Super Bowl LIX—a moment I’ve been looking forward to! 🙂
So, you might be wondering, “Then why is she publishing this during the most-watched game of the year?”
Here’s why: Some folks tune into the game because they are die-hard football fans; others, because of who is headlining the halftime show; and then there are those who are keen to see the commercials.
The Super Bowl ads end up becoming an event unto themselves and, thus, the focus of Monday’s “water cooler” talk. Precisely what companies want given the millions they spend on a 30-second ad every year.
This year, the average cost of a commercial was $8 million.
So, of course the brands who pay this amount want us talking about their ad!
Because even if we don’t find a particular ad funny or entertaining, expressing that still means we’re talking about their spot—making the “cost” of the commercial worth it. Particularly, when you consider this: Where else and how else could these companies reach such a large and engaged audience during a single-day event?
Signals, Not Just a Transaction
To me, this is what makes the financial aspects of Super Bowl ads a masterclass in long-term financial strategy. One that you and I can benefit from.
On the surface, spending $8 million on a 30-second spot might seem like a risky move.
- There’s no immediate, direct return on investment (ROI);
- Sales don’t necessarily spike the next day; and
- Some ads even flop.
But companies do it anyway. Why?
Because they’re playing a long game.
Super Bowl ads are about more than just sales; they’re about positioning, visibility, and reinforcing a brand’s presence in the cultural conversation.
The real value often unfolds over time. When customers think of a brand later, the ad has already planted a seed.
Guess what? There’s a parallel here, as the same applies to how you handle money in life and business:
- Sometimes, the financial impact of a decision isn’t immediate.
Investing in a business, hiring talent, or even pausing your salary (like my client did to pay bonuses) doesn’t always show results overnight. - Spending money isn’t just about the expense—it’s a signal.
Just as a Super Bowl ad signals a company’s strength and ambition, your financial choices signal what you value and how you’ve positioned yourself for future success. - ROI isn’t always instant, but that doesn’t mean it isn’t working.
Just like companies track brand awareness over months and years, you have to trust that the strategic decisions you make today will compound over time.
Money Decisions; Brand Statement
My friend (and client!) Paula Edgar, Esq., a personal branding expert, would likely agree with me when I say: Your money decisions are an extension of your brand statement.
- When you invest in your business (coaching, marketing, infrastructure) or your career, you’re signaling belief in your growth.
- When you price your services based on value and positioning rather than what feels “safe,” you’re setting a standard for how others perceive you.
- When you build financial resilience—through savings, pricing strategies, or smart risk-taking—you ensure that short-term pressures don’t derail your long-term vision.
Super Bowl advertisers don’t invest $8 million (or whatever the amount may be in the future) and expect instant returns.
They expect impact over time.
The same applies to your financial choices—what you do today sets the stage for future wins, even if the scoreboard doesn’t reflect it right away.
So, whether you’re quickly scanning tonight’s email during a Super Bowl party, or are reading this afterward, I hope you’ll see how this yearly event is a perfect lens for exploring a multitude of financial decisions—from player salaries and ticket pricing, along with the financial impact for its host city; to what brands pay in order to position themselves with their commercials.
Enjoy the game; enjoy the halftime show; enjoy the commercials; and lean into the clues about money from the ads you see.
