Big Game Blueprint Worksheet
Big Game Blueprint
Analyzing the Business of the Super Bowl
Playbook 02.2026
Student:
Period:
The Super Bowl is more than just a football game; it is a global marketing phenomenon. With over 100 million viewers annually, brands compete for attention through high-stakes TV commercials, strategic product placement, and massive consumer engagement campaigns.
Part I: Marketing & Media Strategy
Circle the best possible answer for each question below.
1. Approximately how much does a 30-second television commercial cost during the Super Bowl in recent years?
A $1.5 Million
B $3 Million
C $7 Million
D $15 Million
2. What is "second-screen engagement" in the context of Super Bowl advertising?
A Watching the game on two different televisions simultaneously.
B Using a smartphone or tablet while watching the game on TV.
C The halftime show broadcast on a separate digital channel.
D Re-watching commercials on YouTube the day after the game.
3. Which term describes the subtle inclusion of a brand (like Gatorade on the sidelines) during the broadcast?
A Subliminal Messaging
B Direct Marketing
C Product Placement
D Guerrilla Marketing
4. Why do companies pay premium prices for Super Bowl ads despite the high cost?
A Guaranteed direct sales during the game.
B Unmatched reach and massive brand awareness.
C Tax incentives provided by the NFL.
D Exclusive rights to the host city's market for one year.
5. "Ad Leakage" refers to the practice of:
A Accidentally broadcasting a commercial at the wrong time.
B Competitors stealing creative ideas from a brand's agency.
C Releasing commercials online before the game to build hype.
D Brands losing money due to low viewership numbers.
6. Which demographic is most targeted by Super Bowl advertisers?
A Only male football fans aged 18-35.
B A broad, diverse audience of all ages.
C High-net-worth corporate executives only.
D Professional athletes and sports coaches.
7. The "Halftime Show" is often sponsored by a major brand. What is the primary ROI (Return on Investment) for these sponsors?
A Selling concert tickets directly from the TV screen.
B Collecting a percentage of the artist's merchandise sales.
C Massive brand association with a culturally significant pop-culture event.
D Reducing the amount they pay for regular 30-second spots.
8. Which of these is a significant "indirect" economic impact on the Super Bowl host city?
A Revenue from ticket sales at the stadium.
B NFL merchandise sales during the game.
C Increased spending at local hotels, restaurants, and transport.
D The winning team's bonus payout.
9. What is "Emotional Branding," a common tactic in Super Bowl commercials?
A Using data and statistics to prove a product is superior.
B Creating a connection by appealing to feelings like nostalgia, humor, or inspiration.
C Aggressively comparing the product to its top competitor.
D Focusing only on the technical features and price of the item.
10. Exclusive broadcasting rights mean that:
A Anyone with a camera can stream the game legally.
B Only one specific television network has the legal right to air the game.
C The game is only available to viewers who live in the host city.
D Commercials are not allowed during the first and fourth quarters.
Part II: Business Operations True or False
Indicate whether each statement is True or False by circling the correct option.
11. Consumer spending on snacks and team gear typically decreases during the week of the Super Bowl.
T F
12. Brands often use celebrity endorsements in Super Bowl ads to leverage the star's fame and influence.
T F
13. Social media marketing during the Super Bowl is a form of real-time engagement.
T F
14. The economic impact of the Super Bowl on a host city is only measured by the ticket sales at the stadium.
T F
15. A "Call to Action" (CTA) in a commercial is the specific instruction given to the audience, such as "Order Now."
T F
16. Ambush marketing occurs when a company pays for the official naming rights of the stadium.
T F
17. Advertisers consider the Super Bowl a "tentpole" event because it provides a massive, predictable audience.
T F
18. Product placement only occurs during the 30-second commercial breaks, not during the game itself.
T F
19. Nielsen ratings are used to determine the number of households watching the game.
T F
20. Return on Investment (ROI) is a calculation used to determine if the money spent on an ad resulted in a profit.
T F
Critical Thinking Challenge
If you were the Marketing Director for a small tech startup with a $10 million total annual budget, would you spend 70% of it on a single Super Bowl commercial? Why or why not? Consider risk vs. reward.
Game Day Dollars Slides
Game Day Dollars
The Multi-Billion Dollar Business of the Big Game
Marketing & Economics Masterclass
The $7 Million Half-Minute
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Cost per 30 seconds: ~$7,000,000
Excludes production costs (often $1M-$5M additional).
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Reach: 110+ Million Viewers
The only TV event where viewers stay specifically for the ads.
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CPM Analysis
Cost Per Thousand (CPM) is actually efficient compared to targeting this many people individually.
Ad Inflation
Costs have increased over 200% since 2005
Stealth Marketing
Product Placement
Subtle integration of brands directly into the game flow.
• Gatorade buckets on sidelines
• Nike uniforms & equipment
• Microsoft Surface coaching tablets
Ambush Marketing
When non-sponsors try to associate with the event without paying the NFL.
• Social media "Real-time" marketing
• Using terms like "Big Game" instead of "Super Bowl"
Consumer Psychology
Emotional Branding
Brands use humor, puppies, or patriotism to build an emotional bond rather than just selling a product.
The Halo Effect
Being "seen" at the Super Bowl creates an image of success and dominance in the industry.
Second Screen
Over 80% of viewers use a second device during the game to share ads or buy items instantly.
The Economic Wave
The host city experiences a massive surge in spending across multiple sectors.
400k+ Extra Visitors
$500M+ Local Economic Impact
Hospitality
Hotels & Airbnbs
Food & Bev
Parties & Dining
Transit
Ride Shares & Flights
Retail
Gear & Supplies
Final Board Meeting
"Is a $7 million Super Bowl ad a smart investment for a mid-sized brand, or just a massive ego trip for the CEO?"
Consider ROI
Consider Brand Equity
Consider Reach
