The top 5 most expensive Super Bowl adverts ever

They last barely a minute, sometimes less - yet they can cost more than a blockbuster movie sequence. Super Bowl adverts have become the ultimate show of corporate muscle, with brands prepared to spend tens of millions for a moment of undivided attention on America's biggest night. From car giants to tech behemoths, only a handful of commercials have ever broken into the very top tier of spending. With a 30-second slot costing around $7 million (about £5.1 million) in 2024, length, celebrity fees and cinematic production values quickly push costs into blockbuster territory.

For brands chasing cultural impact on Super Bowl Sunday, attention comes at a premium - and only the biggest spenders can afford the very best seats. Tied for fifth place is 84 Lumber's cinematic advert, The Journey Begins. When it aired in 2017, the company spent $16.2 million (£11.9 million). The ad leaned heavily on emotional storytelling rather than humour, a risky move on Super Bowl night - but one that still came with a blockbuster price tag.

Also landing joint fifth is Ford's Go Further. Like 84 Lumber, the carmaker shelled out $16.2 million for its Super Bowl slot.

The spending was hardly out of character. By 2020, Ford had reportedly poured $109 million (£79.8 million) into Super Bowl advertising, cementing its reputation as one of the event's biggest long-term spenders.

In fourth place sits Chrysler's now-iconic America's Import advert from 2014. The commercial originally cost $16 million (£11.7 million). It stood out for its stripped-back tone and the appearance of music legend Bob Dylan.

Joint second place belongs to General Motors' No Way Norway, which aired during the 2021 Super Bowl.

The 90-second ad came with a reported price tag of $22 million (£16.1 million) and leaned hard into spectacle, celebrity cameos and big laughs to justify the spend.

Sharing second place is Cadillac's ScissorHandsFree, which also cost $22 million.

The advert featured Winona Ryder and Timothée Chalamet in a playful riff on Edward Scissorhands, underlining how star power has become a key weapon for brands fighting for attention during the game.

At the very top of the list sits Amazon's Mind Reader, a 90-second Alexa advert that aired in 2022. Featuring real-life couple Scarlett Johansson and Colin Jost, the commercial carried a jaw-dropping price tag of $26 million (£19 million).

Despite being founded only in 1994, Amazon has already secured four spots in the top 15 most expensive Super Bowl adverts ever.

Each has centred on showcasing new Alexa technology, pairing humour with A-list casting to dominate post-game conversation.

So why do brands keep paying such a steep price? The Super Bowl isn't just the most-watched sporting event in the US - it's the most-watched television broadcast, full stop.

The latest game pulled in a record 123.4 million viewers across TV and streaming platforms - and for brands, that's a price worth paying.