The Super Bowl vs OOH - what's the better value?

As the Super Bowl approaches, many brands look to secure a 30-second spot to boost visibility. In 2025, these spots (still) can come at a steep price of over $7 million not including production costs. However, there’s a more strategic, cost-effective option to consider: out-of-home (OOH) advertising.

Let’s break down the comparison:

The Super Bowl vs. OOH campaigns Instead of a single fleeting 30-second ad, the same $7 million could fund an OOH campaign for an entire month across the top 27 U.S. markets. This campaign could include placements inside restaurants, bars, and other venues, (including those showing the big game) ensuring your brand is front and center in key consumer hangouts. Over 30 days, your campaign could generate nearly 1 billion impressions, providing sustained exposure with repeated visibility, something the Super Bowl can’t match.

OOH vs. cable TV ads Cable TV ads, for example, can cost upwards of $5 million for a week-long prime-time campaign targeting a national audience. However, as viewers scroll their smartphones or switch to ad-free streaming, the return on investment diminishes. OOH offers a more consistent, high-impact presence. A $5 million OOH budget could fund a multi-market campaign across billboards, transit ads, and digital screens for weeks, placing your brand in front of consumers in the real world when they're actively engaged, away from distractions.

The power of persistent impressions One of OOH’s strongest advantages is its longevity. Unlike TV or digital ads, which are fleeting, OOH ads remain a constant in the environment. Commuters see the same billboard every day, reinforcing your message with repeated exposure that builds familiarity and trust, two key factors in driving consumer action. Plus, OOH visuals often make their way into national TV segments, amplifying visibility.

Extend your reach In short, OOH offers exceptional value: a month-long, high-impact campaign with a broad reach, all for a fraction of the cost of fleeting TV ads. So, as you plan your next campaign, consider OOH, it’s not just about impressions; it’s about creating lasting impact where your audience lives, works, and plays.

Of course, if your brand is large enough, you'll probably still pony up for the Super Bowl ad too. Showing up everywhere is smart, if you can afford it, but if we had to pick one, we'd choose OOH.