In a world filled with streaming, DVR, and short attention spans, there are very few occasions when advertisers know that over 120 million people will be watching something live. The Super Bowl is one of those times, and from brands to studies, everyone battles for a few unforgettable seconds of attention.
That visibility, however, comes at a steep price. As Super Bowl ad costs continue to climb, even the biggest players are forced to make strategic decisions. In a surprising twist, Marvel Studios is reportedly choosing to sit this one out, passing on Super Bowl 60 commercials despite having two major releases on the horizon.
Marvel Bucks Super Bowl Tradition Despite Massive Upcoming Films
Marvel Studios has long been a staple of Super Bowl advertising, routinely using the game’s massive audience to promote its biggest releases. Films like “Deadpool & Wolverine,” “Thunderbolts*,” and several other Marvel projects have all enjoyed prime-time exposure during the NFL’s biggest night.
That trend appears to be ending, at least for this year. According to Deadline’s Anthony D’Alessandro, Marvel is opting out of Super Bowl advertising altogether.
“Word is Marvel Studios, which has Avengers: Doomsday (Dec 18) and Spider-Man: Brand New Day with Sony (July 31) is sitting out in what’s arguably a Super Bowl anomaly,” he wrote.
Both films are part of Phase Six of the Marvel Cinematic Universe, making the decision especially notable. It remains unclear whether the move is driven by rising costs or confidence in Marvel’s built-in audience. For context, a single 30-second ad during Super Bowl 60 is reportedly priced at a record $10 million, up from an estimated $8 million last year.
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Marvel isn’t the only major name sitting out. Dwayne Johnson is also expected to skip the event, though D’Alessandro noted that the actor could still surprise. Meanwhile, Netflix’s film division, Apple Original Films, Sony, and Warner Bros. are continuing their recent tradition of opting out.
“Dwayne Johnson, who typically is no stranger to the spotlight during Super Bowl (remember Skyscraper?), is not expected to do any stunts for his live-action take of Moana (July 10). But who knows, Johnson likes to surprise,” D’Alessandro added.
Nevertheless, plenty of studios are expected to take advantage of the platform. Pixar’s “Hoppers,” Lucasfilm’s “The Mandalorian and Grogu,” Lionsgate’s “Michael,” the upcoming Michael Jackson biopic, and potential spots for Illumination’s “Super Mario Galaxy Movie” and “Minions 3” are all believed to be in play.
Even without Marvel, the night figures to be a spectacle. However, the notable absences reflect the growing strain of ballooning marketing budgets.
For perspective, a Super Bowl ad cost just $2.2 million during Super Bowl 36. That figure has nearly quintupled, with the sharpest increase coming this year as prices jumped from $8 million to $10 million following a Chiefs–Eagles matchup that drew a record 127.7 million viewers in the U.S. alone.
