Digital, Doritos & the Taylor Swift Effect: What to expect from this year’s Super Bowl commercials

As the Super Bowl approaches, the buzz isn’t just about a rematch between the Kansas City Chiefs and the Philadelphia Eagles or Kendrick Lamar at halftime. For many viewers, it’s about the commercials. Virginia Tech marketing and brand management expert Donna Wertalik provides insights into the strategies behind the ads.

“There is a lot of work and money behind those converted spots, generating a rare marketing opportunity for brands,” says Wertalik. “Early planning, engagement, understanding the targeted audiences, and creating memorable marketing moments are just a few of the essential elements needed to create strong brand ties.”

Key insights from Wertalik:

• The Cost of a Coveted Spot: “A 30-second Super Bowl ad in 2025 comes with a staggering price tag of $8 million. Only category leaders can afford this rare marketing opportunity,” says Wertalik.

• Social Media & Targeting: “Brands are leveraging social media platforms, influencer marketing, AI, behavioral tracking, and location-based targeting to maximize engagement and personalize content.”

• The Taylor Swift Effect: “Approximately 20% of Americans say Taylor Swift has influenced their football-related spending, a trend especially strong among younger audiences. This influence extends to the Super Bowl, making it an even more attractive platform for brands that have never advertised in the Super Bowl until the Taylor Swift Effect.”

• Brands to Watch: “Expect standout campaigns from Taco Bell, Doritos, Bud Light, Instacart, and Hims & Hers, as they harness the power of both traditional TV spots and innovative digital activations.”

Wertalik is available for interviews to discuss:

• Emerging trends in Super Bowl advertising

• The role of AI and data-driven strategies in ad targeting

• How brands are integrating digital and social media to enhance engagement

• The most anticipated and expensive Super Bowl commercials of 2025

About Wertalik

Donna Wertalik serves as director of marketing strategy and analytics and is a professor of practice in marketing in the Pamplin College of Business at Virginia Tech. She has diverse corporate and academic experience in the identification of marketing opportunities, brand management, social media engagement and measurement, and overall product development.

For media inquiries or to schedule an interview, please contact:

Margaret Ashburn | [email protected] | 540-529-0814