Ferrero Doubling Super Bowl Ad Investment with 50 Million Dollars Sports Shift

Confectionery giant Ferrero plans to air two commercials during the 2027 Super Bowl, Adweek and Mobile Marketer reported. The commitment forms part of a broader $50 million investment in sports marketing planned for 2027, as the company seeks to expand its presence in the United States market. [1][2][4]

The expansion follows the company's Super Bowl debut earlier this year with a Kinder Bueno ad. Adweek reported that the space-themed campaign generated a 140 percent year-over-year lift in volume sales, according to the brand. Mobile Marketer noted that Nutella experienced a surge in cultural relevance in April after a jar of the spread was filmed floating during the Artemis II mission. [1][2]

The Super Bowl remains America's premier sporting spectacle, drawing record viewership like the 127.7 million average seen in 2025. Mobile Marketer reported that Super Bowl LX viewership reached 125.6 million viewers. Commercial inventory commands premium rates, with 30-second spots frequently exceeding $7 million. [2][5]

Rising demand has pushed Super Bowl ad rates to historic levels across major networks. According to Variety, Disney pressed advertisers earlier this year for $10 million for a single 30-second commercial and is currently seeking up to $12 million for reserve ad inventory, despite announcing in July that game slots were fully sold out. [3]