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Super Bowl commercials: GM, Michelob, Netflix already start rolling out ads

Yahoo Finance's Brooke DiPalma breaks down how much Super Bowl commercials cost, which brands have already shelled out for ad spots, and unique product offerings such as Hormel's chili-cheese-flavored beer.

Video transcript

DAVE BRIGGS: The Super Bowl is still nine days away, but the marketing push is well underway with commercials already teased out by some of the biggest advertisers in the big game. Brooke DiPalma is here with the buzz ahead of the big game. It is exciting to see how early they roll out the ads to generate the excitement.

BROOKE DI PALMA: Earlier and earlier. And for me, as we discussed before this segment, I'm not really here for the game. I'm here for the commercials, for the food--

DAVE BRIGGS: Fair. That's fair.

BROOKE DI PALMA: --for the entertainment.

DAVE BRIGGS: Most are.

BROOKE DI PALMA: But it's amazing to see just how much these food and beverage companies are bringing to the table and just how much they're spending to bring these commercials to the table. So I spoke to one marketing professor who said for a 30-second ad, you're looking at $7 million. Add $2 million for production. Add $2 million to promote that on social media. Add $2 million for promotions. And if you're going to add another 30 seconds, make that $14 million on top of the 6, and call that $20 million for a one-minute ad on Super Bowl Sunday.

Now before the game even starts, these marketing professors say that you should actually already see your return in investment. So that's pretty amazing to see how much you're investing. And just know that before it actually even airs, you should see how much you paid, $20 million already back. Now if we take a look at some of the big names here, partnerships is going to be a big deal this Super Bowl Sunday. We saw General Motors team up with Netflix, but ironically, we also saw Michelob Ultra team up with Netflix, promote their "Full Swing," the documentary.

- What are y'all watching?

- "Full Swing." It's a new golf show on Netflix.

- Come on, Justin.

BROOKE DI PALMA: So partnerships are really key here. When you think about other partnerships that we're going to see, it's the Molson Coors ad that teams up with DraftKings, both intended to meet a more consumer-friendly, buzzy audience, looking to draw attention here then maybe they want to get from their primary audience.

And another company that we're hearing a lot of buzz ahead of the Super Bowl is M&M's, ahead of their official rebranding to M&Yeahs with Maya Rudolph. Now, apparently, that's drumming a lot of buzz, but apparently, it might be a publicity stunt here. And we did not hear back from M&M, so there's lots of speculation about that. According to a TV measurement analytics company, this is already performing 88% more. That's that people are engaging 88% more than this time last year with M&M's ad. So whether it's a publicity stunt or not--


BROOKE DI PALMA: --it's working.

SEANA SMITH: It is. It is a publicity stunt. But it's clearly working. So Brooke, you just laid out how much it costs for all of these brands to advertise--


SEANA SMITH: --during the Super Bowl. Clearly, not everyone's doing it. Some people are trying to drum up some of their own excitement.

BROOKE DI PALMA: That's right.

SEANA SMITH: You've got them out right here.

BROOKE DI PALMA: Yeah, well, people are just saying, forget the Super Bowl Sunday, and let's just go straight to the product. So here in front of us, we have Kraft Heinz Ketchup. Their logo is 57. I'll put this right back there so you guys can see it. It's 57. And they're saying, forget the Roman numerals. They're putting out a sweepstakes asking consumers, should we just forget them? In addition to that, Hormel Chili coming out with this chili cheese beer. They teamed up with a local brewery to do this. Let's all pass it around. Let's have a taste. But essentially, they're just saying that packaged food companies aren't performing as well on Super Bowl Sunday as maybe they used to be when there wasn't social media. And so now these companies like Hormel and like Kraft Heinz are opting for new ways.

DAVE BRIGGS: So just--

SEANA SMITH: Oh, this tastes interesting.

DAVE BRIGGS: Just, again, in case you missed it, this is chili cheese beer from Hormel.

SEANA SMITH: I thought it was going to be a lot better. I thought it was going to be good.

BROOKE DI PALMA: It does taste like-- it actually does smell like chili. It really does.

SEANA SMITH: It tastes a little too much like chili.

BROOKE DI PALMA: It really does. It tastes like--

SEANA SMITH: Let's have your review.

BROOKE DI PALMA: Is there such thing as a chili broth? Because that's what it tastes like.



DAVE BRIGGS: I don't mind that.

JARED BLIKRE: You know, I'm actually--

SEANA SMITH: It's a weird aftertaste.

JARED BLIKRE: --pretty glad that I don't drink anymore because it sounds a little bit scary. So I'm just going to let you get--- OK, we have that product placement expert that--


DAVE BRIGGS: It's an acquired taste.


BROOKE DI PALMA: But these are already sold out online, Hormel Foods confirmed. And so when you think about just how much excitement this drummed up, maybe it'll get people to go down the condiment aisle as opposed to not.


DAVE BRIGGS: It's growing on me in like 30 seconds.

SEANA SMITH: Oh, it's growing on you. Yeah, I don't know if it's just the time that it's Friday, and I'm kind of in the mood for a drink, or if I-- or if this is--

JARED BLIKRE: Let me smell this.

SEANA SMITH: --growing on me.

BROOKE DI PALMA: It smells a little like chili.

SEANA SMITH: It smells a little-- yeah, it tastes a little bit too much like the real thing.

BROOKE DI PALMA: Certainly a new way to drum up excitement ahead of the Super Bowl.

SEANA SMITH: It is, and it's working. We're talking about it right here on the show.

DAVE BRIGGS: Miller and Coors executives join us Monday to talk about--


DAVE BRIGGS: --their first Super Bowl ad in 30 years.

BROOKE DI PALMA: With Draft Kings.

JARED BLIKRE: Somebody has to take the empty, right?

SEANA SMITH: There we go. All right, Brooke, thanks so much.