"With its Super Bowl commercials this year Meta is leaning into advertising's biggest stage as Mark Zuckerberg ramps up his spending on AI. The company's two ad spots, which are set to air during the first and third quarters of Sunday's matchup between the New England Patriots and the Seattle Seahawks, highlight the company's AI-enabled Oakley Meta smart glasses, and feature ex-Seahawks player Marshawn Lynch, YouTuber Darren Watkins Jr. (also known as IShowSpeed) as well as director Spike Lee."
"While it's unclear exactly how much Meta paid, the network's price tag is only one part of the overall cost, said Kimberly Whitler, an associate professor of business administration at the University of Virginia's Darden School of Business. The company also has to take into account celebrity talent, popular music licensing, and production costs, which can add $5 million or more on top, she told Fortune."
Meta is running two Super Bowl ad spots promoting AI-enabled Oakley Meta smart glasses, airing during the first and third quarters and featuring Marshawn Lynch, IShowSpeed, and Spike Lee. Thirty-second Super Bowl ad slots averaged about $8 million this year, with some selling for $10 million or more. Total campaign costs include airtime plus celebrity talent, music licensing, and production, which can add $5 million or more. Meta may also amplify the ads after the game with social media posts and campaigns. CEO Mark Zuckerberg has been increasing AI investment and positions smart glasses as potential main computing devices.
Read at Fortune
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