What to watch for during 2023’s Super Bowl commercials

While the battle on the field between the Philadelphia Eagles and Kansas City Chiefs is the main draw for football fans across America and the world during this Sunday’s Super Bowl, there will be millions of eyes glued to the screen during the action that happens in between timeouts of the game — the commercials. Always a big-budget affair (commercials for this year’s game cost about $7 million for a 30-second television spot), Super Bowl ads often roll out new products to the masses or play on nostalgia and pop culture as part of the promotional strategy.

We spoke with Jamie Gilpin, chief marketing officer at Sprout Social, about what to watch for during this year’s slate of Super Bowl commercials and any larger trends she’s looking at ahead of the big game.

New school ads vs. old school strategies