It’s the game within a game that might be worth even more than the Lombardi Trophy.
Watch Super Bowl LIX live with ESPN on Kayo Sports, on Monday February 10 from 9am AEDT. New to Kayo? Get your first month for just $1. Limited time offer.
While many of the hundreds of millions of viewers for Super Bowl LIX will be tuning in for the football, plenty are just interested in what happens once the football stops.
Super Bowl ads have been a massive business for years now, but the star-studded tributes to capitalism have reached new heights in 2025, both in terms of the stunts used to grab attention and the cost.
Heck, if everyone in Australia just chips in a dollar, we might be able to afford… two ads. Right. Well we’re sure we can all come to an agreement on what they should be about.
If you’re just interested in seeing the ads, check the video player above, and if that doesn’t work, see the best Super Bowl 59 ads here on YouTube!
ULTIMATE GUIDE: Everything you need to know about Super Bowl LIX
HALFTIME SHOW: Who’s performing and the big controversy that can’t be avoided
THE CHIEFS: How champs have avoided NFL gravity… and could surpass Pats dynasty
NFL’S AUSTRALIAN DEBUT: MCG to host blockbuster NFL games but mystery surrounds who’ll face Rams
WATCH THE GAME: Start time and how to stream Super Bowl LIX in Australia
SB loss to Brady still stings Mahomes | 01:52
HOW MUCH DO SUPER BOWL ADS COST?
A unique set of circumstances helped Fox, the US broadcaster for this year’s Super Bowl, set a new record for in-game advertisements.
While the ad inventory had sold out by November, the tragic fires in Los Angeles saw a number of advertisers such as insurance company State Farm pull out.
That gave Fox at least 10 extra ads to sell, and they went for $US8 million ($AU12.8 million) each – a full $US1 million more than last year’s record.
Keep in mind that’s for just 30 seconds of TV time, meaning they’re paying over $AU420,000 a second. But it’s arguably worth it when you consider how many people will watch the ads both during the game and before it (in stories like this one).
Because of a change to how ratings system Nielsen operates, with out-of-home viewers from all markets to be counted for the first time, it’s almost certain Super Bowl LIX will smash last year’s record of 123.7 million viewers – unless the game is a total blowout.
Melbourne locks in multi-year NFL deal | 00:41
WHO ARE THE BIGGEST NAMES IN THE SUPER BOWL LIX ADS?
Celebrities are always a great way to grab some attention, and this year is no different.
Hellmann’s has tried to sell some mayonnaise by reuniting Meg Ryan and Billy Crystal’s ‘When Harry Met Sally’ characters at Katz’s Deli. Ryan once again has a good time, with Sydney Sweeney popping up as the “I’ll have what she’s having” girl.
For the still-confusingly-named Meta (aka Facebook) and Rayban, Chris Hemsworth hangs out with Chris Pratt at an art exhibit while wearing some AI-powered glasses, and accidentally eats a $6.2 million banana. Kris Jenner tells them off.
After getting involved in a culture war due to the use of a transgender social media influencer, Bud Light is trying to win back right-wing fans using comedian Shane Gillis (well-known for his incredible Donald Trump impression), Post Malone and Peyton Manning.
Paris Hilton bedazzles a bottle of Frank’s Red Hot sauce, while Vin Diesel and the rest of the Fast and Furious crew enjoy some Haagen-Daaz ice cream.
For Stella Artois, David Beckham learns he has a twin brother named Other David, who turns out to be Matt Damon (who is a really good punter, weirdly), and then they poke fun at Ben Affleck.
Staying on the beer trend, we see Catherine O’Hara and Willem Dafoe hustling younger pickleball players to win some Michelob Ultras, while Matthew McConaughey is joined by Martha Stewart, Greta Gerwig, Charli XCX and Kevin Bacon to claim football was invented to sell food for Uber Eats.
Pringles has Seth Cohen (aka Adam Brody) stealing the moustaches of Ron Swanson (aka Nick Offerman), Chiefs coach Andy Reid and James Harden (who is playing in a generic basketball jersey, suggesting he has been traded yet again).
HOW CAN I WATCH THE FULL AMERICAN BROADCAST OF SUPER BOWL 59 WITH THE SUPER BOWL ADS?
ESPN (via Foxtel and Kayo and Seven will show the game, but the only way to see the American feed is paying for a DAZN stream.
Discussion about this post