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This is CNBC’s live blog tracking all the news and commercials of Super Bowl 58. Read here to learn more about the ads and to watch them again after they debut.
Super Bowl 58 kicks off at 6:30 p.m. ET, but not everyone tuning in to the matchup between the AFC champs, the Kansas City Chiefs, and the class of the NFC, the San Francisco 49ers, is there for the big game.
The Super Bowl is advertising’s biggest stage, with companies jockeying for a limited supply of spots to get their products in front of millions of consumers. For the second consecutive year, the average cost of a 30-second ad spot was $7 million. Even as linear ad revenue slips, companies know there’s no opportunity guaranteed to reach more people than the Super Bowl.
“Sports is still an advertiser’s delight,” Disney CEO Bob Iger said during the company’s earnings call Wednesday.
This year, consumer packaged goods like Oreos, Pringles, Mountain Dew, Doritos and M&Ms dominate the ad line up. And there are plenty of celebrity endorsements from the likes of Jason Momoa, Quinta Brunson, Jenna Ortega, Tina Fey, Kate McKinnon, Pete Davidson and Addison Rae.
There are fewer automotive commercial this year, but those in the mix are focused on showcasing new electric vehicles.
Sunday’s game will take place at Allegiant Stadium near Las Vegas, a poignant reminder of the rise of sports betting in the U.S. in recent years as well as Sin City’s push to become a sports and entertainment hub.
The game will feature Usher as halftime performer and will be televised on CBS.
— Amelia Lucas, Michael Wayland, Micah Washington, Gabrielle Fonrouge, Lorie Konish, Drew Richardson and Jordan Novet contributed to CNBC’s Super Bowl coverage.
Gronk’s ‘Kick of Destiny’ redemption
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Rob Gronkowski missed his “Kick of Destiny” last Super Bowl. Now he’s back with a vengeance.
The FanDuel promotion promises $200 in bonus bets to all patrons who put $5 on the former NFL tight end to make a 25-yard field goal on Super Bowl Sunday.
— Sarah Whitten
Las Vegas has invested billions into sports. Will it pay off?
Once known mainly for gambling and debauchery, Las Vegas has catapulted itself to the world of professional sports in recent years. Now it’s hosting Super Bowl 58.
Allegiant Stadium, where the Super Bowl will be played, has spurred change. The $2 billion venue was built for the NFL’s Las Vegas Raiders and opened in 2020. It holds a capacity of 65,000 people. This has allowed the city to host events of major magnitude, such as sold-out Beyoncé and Taylor Swift concerts in 2023, and now, the biggest U.S. sporting event of the year.
“We’re not really concerned about our supply of fun being more than the United States or the world can handle,” said Las Vegas Convention and Visitors Authority CEO Steve Hill in August 2023. “We’re going to keep adding to that, and we’re confident that people around the globe are going to continue to come.”
Allegiant Stadium brought 1.52 million incremental visitors to the area, according to the 2023 impact report by the Las Vegas Raiders, with 88% of those visitors saying it was “the primary reason for their visit.”
Read the full story here.
— Natalie Rice
Reba McEntire to belt out National Anthem
Acclaimed country singer Reba McEntire will help kick off Super Bowl 58 with a rendition of the national anthem.
R&B singer and actress Andra Day will perform “Lift Every Voice And Sing,” and Post Malone will sing “America the Beautiful.”
The big question is how long will it take McEntire to belt out the anthem? You see, there’s always a prop bet on the length of the national anthem.
Here’s how long previous singers have taken:
- 2023: Chris Stapleton – 2:01
- 2022: Mickey Guyton – 1:51
- 2021: Eric Church & Jazmine Sullivan – 2:17
- 2020: Demi Lovato – 1:49
- 2019: Gladys Knight – 2:01
- 2018: Pink – 1:52
- 2017: Luke Bryan – 2:04
- 2016: Lady Gaga – 2:23
- 2015: Idina Menzel – 2:04
- 2014: Renée Fleming – 2:03
- 2013: Alicia Keys – 2:36
- 2012: Kelly Clarkson – 1:34
— Sarah Whitten
Super Bowl commercials 2024: Here’s what viewers can expect
Marcus Collins, University of Michigan marketing professor and ‘For The Culture’ author, joins CNBC’s “Squawk Box” to discuss this year’s Super Bowl commercials, whether they make financial sense for companies, and more.
How the NFL is transforming the media business with streaming
The NFL isn’t just the most popular sports league in the U.S., it’s also the most valuable with the highest-rated programming and the priciest ad time.
In 2021 the league signed an estimated $110 billion worth of media deals covering 11 years, which reportedly was nearly double the value of its previous contracts.
“If you’re the most valuable content on those platforms, you’re going to be the bulk of their investment. And that’s what we are,” said Brian Rolapp, chief media and business officer for the NFL.
An average of nearly 18 million people tuned in to watch football games across TV and digital platforms during the 2023 regular season, the highest since 2015 and the second-highest ever, according to the NFL.
The pinnacle of the NFL’s popularity is the Super Bowl, the biggest television event of the year. Of the 30 most-watched broadcasts of all time in the U.S., 22 have been Super Bowl games, according to Nielsen
The NFL’s move to ESPN in the late 1980s catapulted the rise of cable TV. Now, its jump into streaming is having ripple effects across the media and tech landscape.
Read the full story here.
— Andrew Evers, Julia Boorstin and Jeniece Pettitt
Taylor Swift arrives at the Super Bowl with Ice Spice and Blake Lively
In what may have been the most tracked travel itinerary in recent memory, Taylor Swift has arrived safely in Las Vegas ahead of Super Bowl 58.
The NFL tweeted on Sunday a picture of Swift on sight at Allegiant Stadium, hours after the pop star performed a show in Tokyo, Japan. She was accompanied Sunday by actress Blake Lively and rapper Ice Spice.
Swift arrived back in the U.S. yesterday in Los Angeles, off the heels of four back-to-back shows in the Tokyo Dome.
Public speculation on whether Swift would make it back to the U.S. in time to attend the Super Bowl in support of her boyfriend Travis Kelce (tight end for the Kansas City Chiefs), reached a fever-pitch in recent weeks. The public interest even prompted a press release from the U.S. Embassy in Japan, assuring fans that Swift would be able to pull off the international trek.
— Drew Richardson
Usher to headline this year’s halftime show
US singer and songwriter Usher poses for photos during a press conference ahead of Super Bowl LVIII in Las Vegas, Nevada on February 8, 2024.
Usher will light up the stage at halftime during Sunday’s Super Bowl.
“It’s an honor of a lifetime to finally check a Super Bowl performance off my bucket list,” he said in a statement ahead of the game. “I can’t wait to bring the world a show unlike anything else they’ve seen from me before.”
Usher follows Rihanna, who performed the 2023 halftime show and broke viewership records when she unveiled her second pregnancy during the performance.
He’s expected to bring in a number of musical cameos including Lil Jon and Ludacris to perform his hit song “Yeah.”
— Sarah Whitten
Live from Allegiant Stadium
Our colleagues at NBC News are live from Allegiant Stadium with on-the-ground coverage of Super Bowl 58. Follow along for concession menu items, fan updates and live game reports.
— Sara Salinas
Americans will bet a record $23.1 billion on Super Bowl 58
Sunday’s Super Bowl 58 will take place in Las Vegas, the gambling capital of the nation.
And a record 67.8 million Americans are expected to place an estimated $23.1 billion in bets on the game, up from $16 billion last year, according to the American Gaming Association.
But if you wager money, keep in mind that the U.S. government expects to participate in your gains, said Mitchell Drossman, national director of wealth planning strategies at Bank of America.
“The IRS is your silent partner when it comes to anything that you win,” he said.
Read the full story here.
— Lorie Konish
How to watch Super Bowl 58
Travis Kelce of the Kansas City Chiefs, left, and George Kittle of the San Francisco 49ers stand on stage during the NFL’s Super Bowl Opening Night show at Allegiant Stadium in Las Vegas, Feb. 5, 2024.
If you’re looking to catch Sunday’s big game between the Kansas City Chiefs and the San Francisco 49ers there are plenty of ways to watch.
For tradition cable users or those who subscribe to live TV streaming services, the game will air live on CBS. A kid-friendly version will also be available on Nickelodeon where virtual filters, on-field graphics and guest reporters will pop up.
If you’re hoping to stream the game, it will be featured on Paramount+, CBS Sports HQ, CBSSports.com and the CBS Sports app, which is available on TV devices such as Amazon Fire TV, Apple TV and Roku.
— Sarah Whitten
Also on CNBC
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