Is a $10 Million Super Bowl Ad Still a Good Deal?
The GaryVee Audio Experience
Gary Vaynerchuk
4.8 • 18.3K Ratings
🗓️ 6 February 2026
⏱️ 7 minutes
🧾️ Download transcript
Summary
In this episode, I discuss the incredible value of a Super Bowl advertisement and why, despite the high $10 million price tag, the attention is still "disproportionately the best advertising media deal in the world." I also break down why creative messaging is the real variable of success and how brands can end up wasting up to $30 million on a poor spot. Finally, I talk about the public's current "anti-AI" sentiment and why brands are pulling back.
You’ll learn about:
- The true ROI of a Super Bowl ad
- Why Super Bowl attention is still "cheap"
- How new companies get "broad awareness" from the Big Game
- The importance of "relevance" for established brands like Raisin Bran
- Why the creative is more important than the attention
- The inevitable role of AI in advertising and NIL
Transcript
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| 0:00.0 | Even social at its best, $10 million spent on meta and TikTok perfectly. |
| 0:04.8 | You can't get 100 million people to watch a 30 second video. |
| 0:07.7 | So the attention of a Super Bowl ad is disproportionately the best advertising media deal in the world, |
| 0:16.2 | let alone America. |
| 0:17.2 | The problem is if your creative isn't good. |
| 0:19.5 | This is the Gary Vee audio experience. |
| 0:28.0 | Wilshad here, bringing fiber to the masses with Kellogg's Raisin' Cram. |
| 0:34.7 | Duty calls. |
| 0:38.5 | Willshad? |
| 0:41.3 | Every darn day. |
| 0:43.1 | Whoa. |
| 0:49.9 | Well, Kellogg's reason brand is just one brand shelling out serious cash for a spot in this year's Super Bowl ad lineup. |
| 0:51.9 | The top price for a 2026 ad hit $10 million for just 30 seconds of |
| 0:56.8 | airtime. That is according to NBC, the network broadcasting, the big game. Joining us live is one of |
| 1:02.8 | the brains behind that raisin brand ad, which I'm still recovering from. His name is Gary Vaynerchuk. |
| 1:08.3 | He is the chairman of VaynerX, CEO of VaynerMedia and co-founder |
| 1:11.8 | of Vayner Sports. Gary, it's great to see you again. Always good to see you too. So this is something |
| 1:16.5 | that we were talking about last week with the CEO of Roe, which has a Super Bowl ad with Serena Williams. |
| 1:22.1 | It's really interesting that even with all the talk about the demise of linear television, |
| 1:30.4 | the Super Bowl obviously stands alone. So talk the talk about the demise of linear television, the Super Bowl obviously stands alone. |
| 1:35.5 | So talk to us about the value of a Super Bowl ad and what that ROI still looks like. |
| 1:38.2 | You know, attention is what everyone's seeking. |
... |
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