Super Bowl LIII was played on February 3, 2019 at Mercedes-Benz Stadium in Atlanta, Georgia. The New England Patriots defeated the Los Angeles Rams 13-3. The game aired on CBS. All sponsorship activations and commercial slots ran as planned; the event is historically concluded.
The average cost of a 30-second commercial was approximately $5.25 million, according to figures widely reported by advertising trade press in the weeks leading up to kickoff. CBS reported total advertising revenue from the game exceeding $400 million, a figure set by the network's own sales ledger. Anheuser-Busch InBev was the game's largest advertiser by volume, purchasing multiple minutes of airtime. PepsiCo sponsored the Super Bowl LIII Halftime Show, headlined by Maroon 5.
Major advertisers included Amazon, Google, Microsoft, Mercedes-Benz, Toyota, and Verizon. The NFL's official league sponsors for the 2018-2019 season were PepsiCo, Anheuser-Busch, Bose, Bridgestone, FedEx, and Microsoft (Surface).
The Cost of a Super Bowl LIII Commercial Slot
A 30-second commercial during Super Bowl LIII cost an average of $5.25 million, as reported by CBS and advertising trade publications before game day. That figure edged up from the previous year's average, which had hovered around $5.2 million. CBS, which broadcast the game, reported total advertising revenue exceeding $400 million, a number the network disclosed in its own earnings materials. The network sold the vast majority of its available inventory before game day.
The price per slot has become a benchmark for the broader television advertising market. Advertisers paid for access to an audience that, while large, was smaller than the record set in 2015. The cost per thousand viewers continued to rise as audiences fragmented across streaming services. For the brands that bought time, the Super Bowl remained the single most expensive regular advertising event on US television.
The NFL's Official League Sponsors for the 2018-2019 Season
PepsiCo and the Beverage Category
PepsiCo held exclusive non-alcoholic beverage rights across NFL properties, including the Super Bowl. Its sponsorship covered branding on broadcast graphics, in-stadium signage, and digital promotions throughout the season. PepsiCo also held the exclusive rights for the Super Bowl LIII Halftime Show.
Anheuser-Busch and the Beer Category
Anheuser-Busch, the league's official beer sponsor, secured multiple minutes of in-game airtime. The company's category exclusivity extended across all NFL properties.
Technology and Logistics Partners
Bose and Bridgestone maintained their longstanding partnerships with the league. FedEx retained its naming rights for the FedEx Air and Ground NFL Players of the Week. Microsoft's Surface devices were used by coaches and broadcasters for on-field analysis.
Major Advertisers and Their In-Game Commercials
Anheuser-Busch InBev was the largest advertiser by volume, purchasing multiple minutes of airtime across several of its beer brands.
Other major buyers of in-game commercials included Amazon, Google, Microsoft, Mercedes-Benz, Toyota, and Verizon. Amazon promoted its Prime Video service and original programming. Google aired a spot highlighting the Google Assistant. Microsoft's ad focused on the Xbox Adaptive Controller, a device designed for gamers with limited mobility. Mercedes-Benz and Toyota showcased new vehicle models. Verizon's spot emphasized its 5G network ambitions.
The lineup reflected a broader trend: technology firms competing with traditional consumer goods brands for Super Bowl airtime.
First-Time Super Bowl Advertisers in 2019
Several brands made their Super Bowl advertising debut during Super Bowl LIII. Among the notable first-timers were online dating service Bumble, candy brand Trolli, and plant-based meat company Beyond Meat.
Bumble's ad featured tennis star Serena Williams and promoted the company's platform for women making the first move. Trolli's spot focused on the brand's gummy candy, using humor to stand out in a crowded commercial break. Beyond Meat's commercial highlighted the environmental benefits of its plant-based burgers.
These debuts reflected a shift toward digital-native and mission-driven brands entering the Super Bowl market. The high cost of a 30-second slot had historically limited the game to established consumer packaged goods companies and automakers. The arrival of newer brands suggested that the return on investment for a Super Bowl ad remained compelling for brands seeking national awareness.
Notable Brands That Returned or Opted Out
Brands That Returned
PepsiCo, which had not aired a Super Bowl commercial in recent years, returned with a spot for its Pepsi brand in addition to sponsoring the halftime show. Amazon, which had advertised in previous years, increased its presence.
Brands That Sat Out
Some longtime Super Bowl advertisers opted out in 2019. Coca-Cola, which had aired a Super Bowl ad every year since 2006, did not purchase a spot for Super Bowl LIII. The company cited a desire to focus on other marketing initiatives. Similarly, Ford and Chrysler, both regular advertisers, did not buy time during the broadcast. Their absence opened slots for technology and subscription service companies.
The PepsiCo Halftime Show Sponsorship
PepsiCo sponsored the Super Bowl LIII Halftime Show, which was headlined by Maroon 5. The band performed a set that included guest appearances by Travis Scott and Big Boi. PepsiCo had held the halftime show sponsorship rights since 2013, and the activation was part of its broader partnership with the NFL.
The reported deal value for the halftime show sponsorship was not disclosed publicly. PepsiCo's agreement with the NFL covered exclusive rights within the non-alcoholic beverage category. The company activated the sponsorship through digital campaigns, in-stadium promotions, and consumer sweepstakes.
The halftime show remains one of the most watched segments of the Super Bowl broadcast. The sponsorship provided PepsiCo with prominent brand exposure during the game's highest-viewership moment.
