Super Bowl Ads Don’t End on TV: How to Track Digital Campaigns with AdClarity

Super Bowl ads are known for their terms tag. At $7 cardinal for a 30-second spot, each 2nd costs astir $233K. But is it truly worthy it? 

Some accidental the vulnerability is priceless, but with a cost-per-mille (CPM) of astir $71, it’s astir 10 times much costly than digital alternatives.

So, however bash brands marque definite they get the champion instrumentality connected concern (ROI) aft the last whistle? It comes down to the integer follow-up - moving the aforesaid oregon akin creatives connected societal and integer show platforms to guarantee the run gets seen. 

Whether you're aiming for a dilatory pain oregon a speedy burst of attention, the cardinal is having a wide integer strategy that complements your Super Bowl investment. With AdClarity, you tin way which attack is much effectual for your competitors—and usage that penetration to signifier your ain campaigns.

We took a speedy look astatine immoderate of past year’s Super Bowl advertisers to spot what they spent connected societal media, Google display, and online video ads to enactment their large TV spot. 

The Importance of Digital Channels Post-Super Bowl

After the excitement of the large crippled subsides, the existent enactment begins. That’s wherever integer follow-up comes in—allowing brands to leverage the momentum generated by their high-profile spot.

This momentum tin retarget viewers, grow scope to antithetic assemblage segments, and support their connection top-of-mind successful a competitory landscape.

For marketers, there’s a existent fearfulness that a single, high-profile advertisement mightiness not thrust the semipermanent engagement oregon conversions they’re after. 

A Super Bowl advertisement reaches millions, but without sustained support, the buzz fades fast. The extremity is to widen its interaction beyond crippled time done an integrated integer strategy—engaging audiences, driving traffic, and converting leads connected societal media, show ads, and search.

2024 Super Bowl Campaign Case Studies 

Using AdClarity’s insights, we examined however immoderate apical brands leveraged their Super Bowl spots to thrust impactful integer campaigns.

CeraVe: The Michael Cera Campaign

First, we dove into CeraVe’s “Developed with Dermatologists, Not Michael Cera” campaign.

According to AdClarity data, the institution spent an estimated $339.3K connected this run successful Q1 of 2024, with astir of the spending happening connected February 12 (the time aft the game). 

In the inclination illustration above, we tin spot the campaign’s integer propulsion lasted astir a month. 

Below, let’s instrumentality a speedy look astatine the apical ads they ran connected societal media and YouTube.

Notice that the creatives each diagnostic astir the aforesaid communicative and design, with Michael Cera arsenic the star. And the numbers nether each advertisement correspond the full spend, impressions, and magnitude of the video.

We tin besides spot the apical publishers of this integer travel up. For a skincare marque whose assemblage mightiness not usually beryllium big-time sports fans, it's funny to spot the apical steadfast was really ESPN.com. 

This shows that possibly the marque treated this Super Bowl advertisement arsenic a accidental to reach a caller assemblage segment of sports fans.

Now, support successful caput that the 3 screenshots supra are conscionable showing information connected the Michael Cera campaign. If we look astatine CeraVe.com’s full advertizing walk and placements for the aforesaid clip period, we tin spot a large difference.

First of all, we tin spot their full integer walk was implicit $5 million, meaning the Michael Cera run was lone astir 6% of this brand’s integer walk successful the archetypal 4th of 2024. Also, they kept spending consistently passim the quarter, portion the Michael Cera run was astir conscionable 1 month.

Looking astatine their apical ads from this clip period, we tin spot the creatives each diagnostic women utilizing the product. 

However, if we look astatine the afloat database of campaigns, it looks similar the Michael Cera run really had the champion outgo per mille (CPM), astatine $5.21 compared to astir of their campaigns being successful the $8 CPM range. 

It looks like, successful the lawsuit of this brand, they utilized the Super Bowl to scope a caller assemblage conception with a comic idea. 

And it turns retired it whitethorn person been a much cost-effective integer run than their emblematic evergreen campaigns.  

Moving connected from a nerdy personage to a Nerds candy, let’s spot however different marque supported their Super Bowl advertisement connected digital.

Nerds Candy: Unleash Your Sense

Nerds person been astir since the 80s, but the 2020 merchandise of their “Gummy Clusters” merchandise took the marque to caller heights. 

Of course, this hype merchandise was the prima of their first-ever Super Bowl ad. 

According to AdClarity, the candy marque spent an estimated $1.1M connected integer enactment successful Q1 2024.

Note: Check however overmuch of an advertiser’s buying method is programmatic vs nonstop with the Ad buying methods widget.

Interestingly, they had their biggest online spending time connected February 5, precisely 1 week earlier the game. 

Their integer advertisement originative mostly featured TikTok prima Addison Rae and the dancing personified gummy clump from the TV spot.

While CeraVe arsenic a marque had a ton of integer campaigns running, AdClarity saw conscionable 2 for Nerds, with the bulk being this Super Bowl campaign. Both campaigns had a CPM of astir $9.

Looking astatine the afloat database of publishers, we tin spot again respective sports-related sites successful summation to YouTube, Facebook and Instagram.

So, this marque whitethorn person taken the aforesaid attack to integer enactment for Super Bowl ads by targeting sports-themed sites to scope those Super Bowl fans again with their ad. 

How Much of the Annual Budget is for the Super Bowl?

One past quality we saw betwixt the 2 advertisers was however they spent passim the year. 

When we looked astatine the 12 period overview, we saw that Nerds spent astir of their yearly fund astir the clip of the Super Bowl. 

Nerds Candy Annual Digital Ad Spend Trend

And astir of it was connected video ads, with societal media ads pursuing soon after. 

But, looking astatine CeraVe, we saw a much accordant spending inclination passim 2024. Once 2025 hit, the brand’s integer advertisement spending really started to ramp up (especially connected video, arsenic we tin spot with the greenish line). 

Again, this conscionable goes to amusement 2 unsocial approaches to handling integer enactment for a Super Bowl ad.

• Nerds spent astir of their fund one week before the game
• CeraVe spent astir of its fund the time after the game
• CeraVe had a overmuch larger yearly budget, and dedicated conscionable 6% of it to enactment their Super Bowl advertisement campaign
• Almost each of Nerds’ fund seemed to beryllium supporting this aforesaid campaign 

Takeaways from Different Spending Strategies

Which run was much successful? 

While we can't definitively accidental which run was much successful, we tin gully cardinal lessons from their strategies:

CeraVe took a methodical, dependable approach. They utilized their Super Bowl advertisement arsenic an introduction constituent into a broader, semipermanent run that targeted a caller assemblage connected sports platforms similar ESPN.

This attack suggests that, for brands with much evergreen products oregon services, sustaining momentum aft the crippled whitethorn beryllium much important than going each successful upfront.

Nerds went for a much concentrated push. They spent the bulk of their fund starring up to the game, utilizing the Super Bowl arsenic a large infinitesimal to thrust consciousness for a newer product.

If your extremity is to capitalize connected buzz and excitement successful a abbreviated timeframe, Nerds' strategy shows however focusing advertisement walk earlier and astir the large lawsuit tin present impact.

The takeaway? Different businesses request antithetic strategies, and some approaches tin enactment depending connected your goals. 

Wondering however advertisers volition travel up their Super Bowl ads this year? Take a escaped proceedings of AdClarity today.