Great googly moogly! The Kansas City Chiefs are heading to the Super Bowl again!
I don’t necessarily consider myself a Chiefs fan, but I do watch many of their games because those are the ones that get broadcast the most in our area.
Even so, the significance of the Chiefs going to Super Bowl LIX to square off against the Philadelphia Eagles would make me pay attention since the Chiefs have the chance to win their third title in three years, which would be an NFL record.
Additionally, they are going up against the Eagles, which is the team the Chiefs beat to start their yearly run of championships and the team Chiefs’ head coach Andy Reid used to helm.
The storylines are enthralling.
Of course, some people might be tired of seeing the Chiefs in the Super Bowl, but former NFL wide receiver and sports analyst Nate Burleson made a strong argument for why that shouldn’t be the case during the CBS post-game show following the Chiefs’ victory over the Buffalo Bills on Jan. 26 for the AFC Championship.
“Resist the urge to fall for the narrative that we’re tired of seeing [the Chiefs] win, that we might be fatigued of watching KC go to the Super Bowl,” he said. “You are witnessing greatness. And just be happy that you are alive to be there to see it.”
I agree. It’s about history.
Besides, I’d be tuning into the big game on Feb. 9 regardless. The entire spectacle of the Super Bowl is always fun, and Kendrick Lamar’s halftime show should be good.
However, the commercials are what draw me in each year.
In 2024, a Super Bowl ad spot sold for approximately $7 million, which is an insane amount of money. This year, though, a 30-second advertising slot during the game reportedly sold for $8 million or more, which is even crazier.
Dropping that kind of cash is worth it for brands, though, because of how many people watch the game.
According to the Associated Press, the 2024 Super Bowl was the most-watched television program in United States history as it “averaged 123.7 million viewers across television and streaming platforms,” which shattered 2023’s 115.1 million mark.
Of those millions of viewers, it’s safe to say that most remember their favorite commercials long after the trophy ceremony wraps up and the confetti has been cleared from the field, especially since so many people say they only watch for the commercials.
That’s because of how the advertisements are crafted, often leveraging the dramatic form of stories that include characters, a climax, and some form of resolution. Humor plays an important role in these product-pedaling productions, and the ensuing discussions about the commercials create long-lasting brand recognition.
However, celebrities, animals, or sex appeal don’t guarantee success, as researcher Charles R. Taylor pointed out in the International Journal of Advertising, but the possibility of capturing the country’s attention is enticing, even if a return on investment isn’t always realized.
After all, Super Bowl Sunday is a de facto national holiday. These companies have to associate themselves with it, no matter the cost. Ignoring it would be like ignoring Christmas or Thanksgiving.
Brands like Doritos, Pepsi, and Anheuser-Busch always come through with something great. Usually, they are funny, but sometimes they can be more heartfelt, like when the Budweiser Clydesdales are involved.
I don’t know what to expect this year, but I hope at least one commercial injects itself into our culture like some from the past have.
I mean, I can’t be the only one who misses saying, “Whassup?” Right?
Todd R. Vogts, Ph.D., is a native of Canton, a resident of McPherson County, and an assistant professor of media at Sterling College. He can be contacted with questions or comments via his website at www.toddvogts.com.
