Marketers Forecast a Surge in Five-Second Super Bowl Ads

Next year’s Super Bowl, slated to air on FOX, is stirring up buzz with reports of a $7 million price tag for a 30-second advertising slot, slightly higher than this year’s $6.5 million rate. 

The rapid sell-out of ad space during the previous Super Bowl, featuring standout ads from brands like Poppi, Dunkin, and Starry, underscores the significance of effective marketing during the event.

However, one unexpected standout from the last Super Bowl was Duolingo, whose viral ad took a unique approach by condensing its message into just five seconds. By leveraging this short window, Duolingo captured attention and sparked discussions among marketers and football fans alike. 

This unconventional strategy has led marketers to speculate about the potential for five-second ad buys in the upcoming Super Bowl, inspired by Duolingo’s impactful yet concise approach. Duolingo did not respond to a request for comment for this story.

Founder and CEO of CROING, a creative and social media agency, Alejandra Salazar, expressed that the trend towards shorter ad durations is propelled by diminishing attention spans and the widespread acceptance of bite-sized content consumption. Salazar noted that social media content serves as a testament to the effectiveness of conveying impactful messages within mere seconds.

“This is how audiences now consume content, particularly influenced by platforms like TikTok,” said Salazar. “Brands must adapt by transmitting their message in formats that immediately resonate fast.”

There is a possibility that demand for shorter ad spots during the upcoming Super Bowl could increase, given the success of the Duolingo ad and the fast sell-out of ad space in previous years. Moreover, there is a growing tendency among people to consume shorter content on platforms such as TikTok and YouTube Shorts which could carry over to more potential five second ad spots for the Super Bowl, according to marketers.

Tish Malloy, the Media Director at Swell Media, expects an increase in short-form commercials from brands with a strong social focus during the 2025 Super Bowl in New Orleans. However, these brands are unlikely to make a significant impact alone. Malloy emphasizes the importance of integrating digital platforms and traditional mediums to maximize brand exposure and engagement

“With 5 second spots, It could make for some interesting sequential messaging opportunities if you could secure multiple spots throughout the game, enabling more storytelling from brands stringing together a few shorter commercials throughout the game vs. a single :30 or :60 ad,” said Malloy.

At a suggested price of $7 million for a 30-second ad spot, the current rate translates to roughly $233,000 per second. Malloy suggests that FOX could potentially charge a premium for shorter spots compared to longer ones. Salazar adds that as competition for attention intensifies, shorter durations will become essential for brands. Additionally, there’s an anticipation of witnessing enhanced social media amplification of the ad spots, both before, during, and after the game.

The Super Bowl offers a broad audience due to its large viewership, but messaging should also take into account the nuances of the target audience. Brands should leverage successful formats from social media as a guide for their Super Bowl ads. It’s important for brands to understand the demographics of their target market within that audience. With this, it could also be a possibility for DTC brands to make one impression within five seconds with their potential Super Bowl ads as the five second budget could work in their favor.

“We anticipate a significant shift in traditional advertising formats, particularly in duration, with a trend towards brevity. While ads may still vary in length, shorter ones are likely to stand out,” said Salazar. “Creativity will also play a crucial role, so advertisers who creatively utilize longer durations can also win. Ultimately, it’s a [game of creativity] and understanding the audience.”