Matthew McConaughey talks tuna salad and Uber Eats Super Bowl campaign
Matthew McConaughey chats exclusively on set with USA TODAY’s Ralphie Aversa about his new Uber Eats Super Bowl ad and infamous tuna salad recipe.
UBER EATS
The cost of Super Bowl commercials continues to rise, a year after the big game set viewership records yet again.
In the weeks leading up to the game, the cost of a 30-second advertisement was up to about $8 million, the most expensive Super Bowl commercials in history.
“If they had a good experience last year, why would you not want to repeat it?” said Kim Whitler, marketing professor at the University of Virginia. “It could be a very important catalyst to broadening the NFL community and drive greater interest from more, varied brands to want to reach this varied audience.
“Which drives up demand for Super Bowl advertising. Which drives up dollars.”
Since 1989, USA TODAY Ad Meter has surveyed viewers live and awarded an annual winner to the highest-rated commercial from the big game.
AD METER 2025: Vote on best commercials
How much does a Super Bowl commercial cost in 2025?
A 30-second commercial during Super Bowl 59 costs about $8 million.
Super Bowl commercial cost by year
Here’s what 30-second Super Bowl ads have cost through the years:
- Super Bowl I, 1967 – $37,500
- Super Bowl II, 1968 – $54,500
- Super Bowl III, 1969 – $55,000
- Super Bowl IV, 1970 – $78,200
- Super Bowl V, 1971 – $72,500
- Super Bowl VI, 1972 – $86,100
- Super Bowl VII, 1973 – $88,100
- Super Bowl VIII, 1974 – $103,500
- Super Bowl IX, 1975 – $107,000
- Super Bowl X, 1976 – $110,000
- Super Bowl XI, 1977 – $125,000
- Super Bowl XII, 1978 –$162,300
- Super Bowl XIII, 1979 – $185,000
- Super Bowl XIV, 1980 – $222,000
- Super Bowl XV, 1981 – $275,000
- Super Bowl XVI, 1982 – $324,300
- Super Bowl XVII, 1983 – $400,000
- Super Bowl XVIII, 1984 – $368,200
- Super Bowl XIX, 1985 – $525,000
- Super Bowl XX, 1986 – $550,000
- Super Bowl XXI, 1987 – $600,000
- Super Bowl XXII, 1988 – $645,500
- Super Bowl XXIII, 1989 – $675,500
- Super Bowl XXIV, 1990 – $700,400
- Super Bowl XXV, 1991 – $800,000
- Super Bowl XXVI, 1992 – $850,000
- Super Bowl XXVII, 1993 – $850,000
- Super Bowl XXVIII, 1994 – $900,000
- Super Bowl XXIX, 1995 – $1.15 million
- Super Bowl XXX, 1996 – $1.085 million
- Super Bowl XXXI, 1997 – $1.2 million
- Super Bowl XXXII, 1998 – $1.29 million
- Super Bowl XXXIII, 1999 – $1.6 million
- Super Bowl XXXIV, 2000 – $2.1 million
- Super Bowl XXXV, 2001 – $2.2 million
- Super Bowl XXXVI, 2002 – $2.2 million
- Super Bowl XXXVII, 2003 – $2.2 million
- Super Bowl XXXVIII, 2004 – $2.3 million
- Super Bowl XXXIX, 2005 – $2.4 million
- Super Bowl XL, 2006 – $2.5 million
- Super Bowl XLI, 2007 – $2.385 million
- Super Bowl XLII, 2008 – $2.699 million
- Super Bowl XLIII, 2009 – $2.999 million
- Super Bowl XLIV, 2010 – $2.954 million
- Super Bowl XLV, 2011 – $3.1 million
- Super Bowl XLVI, 2012 – $3.5 million
- Super Bowl XLVII, 2013 – $3.8 million
- Super Bowl XLVIII, 2014 – $4 million
- Super Bowl XLIX, 2015 – $4.25 million
- Super Bowl 50, 2016 – $4.5 million
- Super Bowl LI, 2017 – $5 million
- Super Bowl LII, 2018 – $5.2 million
- Super Bowl LIII, 2019 – $5.3 million
- Super Bowl LIV, 2020 – $5.6 million
- Super Bowl LV, 2021 – $5.5 milllion
- Super Bowl LVI, 2022 – $6.5 million
- Super Bowl LVII, 2023 – $7 million
- Super Bowl LVIII, 2024 – $7 million
- Super Bowl LIX, 2025 – about $8 million
The USA TODAY app gets you to the heart of the news — fast. Download for award-winning coverage, crosswords, audio storytelling, the eNewspaper and more.