In preparation for the highly anticipated Super Bowl Sunday, X, the rebranded social network formerly known as Twitter, has rolled out exclusive Million Dollar-Ad Packages to attract top-tier advertisers. These special ad packages, directly tied to the National Football League playoffs and the grand Super Bowl event, feature premium video ads strategically placed before NFL highlight videos. The aim is to entice major advertisers back to the platform during one of the most watched sporting events in the US.
Million Dollar-Ad Packages range in price from $250,000 for video spots preceding highlights of the conference championship games to a hefty $1 million for advertisements throughout the playoffs schedule leading up to the final game
According to insiders familiar with the deals but who preferred to remain anonymous, X’s Million Dollar-Ad Packages range in price from $250,000 for video spots preceding highlights of the conference championship games to a hefty $1 million for advertisements throughout the playoffs schedule leading up to the final game. Among the exclusive buyers of these ad packages is BetMGM, the online sportsbook, which secured X’s coveted “first look” ad slot. This prime placement ensures BetMGM’s ads are prominently featured at the top of users’ feeds upon opening the app, as well as in the search and trending sections—a privilege typically costing several million dollars.
The partnership between X and BetMGM extends beyond ad placements, encompassing the integration of BetMGM’s live point spreads within the X app. While users will not be able to place bets directly through the social network, the collaboration aims to enhance the overall sports viewing experience for X’s audience.
The upcoming Super Bowl, scheduled for this Sunday in Las Vegas, traditionally serves as a pivotal day for X’s engagement and advertising revenue. The championship game generates a flurry of user activity, attracting new sign-ups and serving as a significant revenue driver for X’s ad sales team. This year’s Super Bowl, featuring a showdown between the San Francisco 49ers and Kansas City Chiefs, presents a critical test for X as it seeks to re-engage top advertisers who have previously scaled back spending due to concerns over the platform’s content policies and moderation.
In the lead-up to the Super Bowl, notable brands such as Oreo, DraftKings, Bet365, PepsiCo’s Frito-Lay, and Mountain Dew have secured pre-roll video ad placements alongside NFL content on X. These brands have capitalized on the opportunity to reach a captive audience of sports enthusiasts and potential consumers during one of the most-watched events of the year.
Joe Benarroch, X’s Head of Business Operations, refrained from disclosing the exact pricing of the ad packages but confirmed that over 100 large advertisers have invested in Super Bowl-related ads this year. Despite facing challenges following Elon Musk’s takeover of the company in October 2022, X continues to attract top advertisers and drive engagement through strategic partnerships and targeted ad placements.
In an effort to win back advertisers who may have distanced themselves from the platform, X’s CEO Linda Yaccarino recently reached out to current and former advertisers, highlighting the company’s support for child safety legislation in the US Congress. This proactive approach aims to rebuild trust with advertisers and showcase X’s commitment to a safe and inclusive online environment.
As X navigates the evolving advertising landscape under Musk’s leadership, the success of this year’s Super Bowl ad campaigns will serve as a litmus test for the platform’s ability to attract and retain A-list advertisers. Despite recent challenges, X remains a key player in the digital advertising space, leveraging high-profile events like the Super Bowl to showcase its advertising prowess and engagement potential.
