Fall 2024: Maeve Galway
Super Bowl, Super Cause: Charting the Course of CSR in Advertising’s Biggest Arena
Maeve Galway
Strategic Communications, Elon University
Submitted in partial fulfillment of the requirements in an undergraduate senior capstone course in communications
Abstract
The Super Bowl is a global cultural phenomenon blending sports, entertainment and commercialism, attracting more than 100 million U.S. viewers annually and offering advertisers a premier platform for brand exposure. This study investigates how Corporate Social Responsibility is portrayed in Super Bowl advertisements over the last decade, analyzing 587 commercials to explore the shift towards ethical consumerism. It uses a mixed-methods content analysis to delve into both the qualitative and quantitative aspects of the ads. The findings show that only 10.05% of the ads included CSR themes, with a noticeable increase in such advertisements until 2020, followed by a decline potentially linked to growing consumer skepticism. Ethical and Environmental Responsibility emerged as the most prominent themes. The results indicate a strategic shift in Super Bowl advertising, with brands using CSR more effectively to improve their public image and meet consumer expectations for socially responsible behavior. This trend reflects a wider movement towards embedding CSR into the core business strategies of companies, driven by increasing consumer influence on corporate ethics.
Keywords: corporate social responsibility, advertising, themes, responsibility, initiatives
Email: mgalway@elon.edu
I. Introduction
The Super Bowl is not only a major NFL championship game but also a key cultural event blending sports, entertainment, and commercialism that resonates globally. The spectacle is celebrated not just for the competition but also for its high-profile halftime shows and commercials that captivate a vast audience, extending its influence beyond traditional sports viewers.
Annually attracting over 100 million U.S. viewers, the Super Bowl offers advertisers an unmatched platform to reach a diverse audience through highly coveted airtime, with 30-second ads costing upwards of $7 million (Farkas, 2023). This significant investment is justified by the substantial return potential through enhanced brand exposure, recognition, and consumer engagement.
In recent years, Super Bowl commercials have notably shifted towards incorporating social and environmental themes, reflecting a broader societal shift towards ethical consumerism. Advertisers increasingly leverage Corporate Social Responsibility (CSR) to resonate on a deeper level with audiences, emphasizing unity, empowerment, sustainability, and social justice (Wan-Jan, 2006). This strategic use of CSR in advertising not only aims to foster a positive brand image and build consumer trust but also aligns with evolving consumer expectations that favor brands demonstrating genuine commitment to societal improvement.
While previous research has examined the effectiveness of CSR in advertising (Du et al., 2010), few studies have focused specifically on the evolution of CSR themes in high-profile advertising events like the Super Bowl. This study aims to bridge this gap by analyzing the increasing prevalence and nature of CSR-focused content in Super Bowl commercials over the past decade.
The integration of CSR in Super Bowl advertising is becoming more pronounced, with brands placing their social responsibility efforts at the forefront to connect with viewers more meaningfully. This evolution reflects a significant transformation in advertising content from traditional approaches focusing on humor and product features to strategies that address complex social issues.
This study explores this shift toward CSR in Super Bowl commercials, aiming to understand how advertising content has evolved to highlight corporate ethics and social issues, thus marking a pivotal development at the intersection of sports, media, and corporate responsibility. This research seeks to quantify the increase in CSR-themed Super Bowl advertisements over the past decade, identify key CSR themes and how they have evolved, and analyze the strategies used by brands to integrate CSR messages effectively. By examining these aspects, this study contributes to the broader understanding of how major cultural events like the Super Bowl serve as platforms for corporations to communicate their social values.
II. Literature Review
To lay the foundation for this study, the literature review focuses on the cultural and business significance of Super Bowl advertising, corporate social responsibility, and advertising, and the analyses that have previously been done on Super Bowl ads.
Super Bowl Historical and Cultural Significance
Since the Super Bowl’s beginning in 1967, it has evolved significantly, transcending its original bounds as a championship game to become a deeply ingrained cultural phenomenon within American society and beyond. Every year, these teams compete for a championship title, monetary rewards, athletic pride, and fame. American families and friends gather to watch the big game, creating a tradition of a “Super Bowl Party.” Its reach and impact extend far beyond its start, touching aspects of social gatherings, advertising, consumer behavior, and societal values (Hartmann & Klapper, 2014).
The annual event gains immense viewership, with Super Bowl LVIII in 2024 marking a historic milestone by attracting 123.4 million viewers across all platforms, the most watched telecast in history (NFL Operations, 2024). The Super Bowl has become more than NFL teams competing for the championship title, its audience demonstrates the event’s appeal and the platform it provides for advertisers.
The commercial aspect of the Super Bowl, particularly the cost and impact of advertising during its broadcast, reflects the game’s cultural and economic significance. Initially, airing a Super Bowl ad in 1967 cost $42,500, compared to the estimated $7 million for a 30-second spot in 2023, amounting to $233,000 per second (Farkas, 2023). This sharp increase highlights how the Super Bowl has become a major platform for companies looking to grab the attention of about 100 million viewers in just one airing (Farkas, 2023). The Super Bowl creates an unbeatable chance for companies to show their advertisements, with the potential for substantial returns.
Despite the expensive price tag, companies find value in Super Bowl ads because they work. The 2022 Super Bowl ads delivered an average ROI of $4.60 per dollar spent (Woollven, 2023). The effectiveness of Super Bowl advertisements extends beyond immediate sales metrics, influencing consumer perceptions and brand engagement across longer timelines and broader contexts. Products advertised during the Super Bowl experienced sales growth not only in the weeks following the game but also in anticipation of other major U.S. sporting events (Hartmann & Klapper, 2014).
However, the success of these advertisements is not solely contingent on visibility or entertainment value; viewer perceptions of brands play a critical role in determining the efficacy of Super Bowl ads. Advertisements that manage to shift or reinforce positive brand associations can significantly benefit from the exposure, whereas those that fail to resonate with or even alienate audiences can suffer (Raithel, 2016).
The rising costs and strategic value of advertisements have created an evolution from straightforward spots to complex cultural narratives (Craft, 2021). Due to the large financial implications, brands increasingly aim to resonate deeply with viewers. The Super Bowl is a national celebration that has transformed into a global and cultural phenomenon that allows commercials to mirror and engage with societal values and discussions (Hopsicker & Dyreson, 2017). These combined perspectives bring together the Super Bowl’s historical and cultural significance, especially in terms of its advertisements’ ability to reflect and shape societal trends and values.
CSR and Advertising
Corporate Social Responsibility (CSR) is the concept of businesses acting in a socially responsible manner, not just by adhering to legal requirements, which are the minimum standards, but by actively considering their impact on society at large. This includes their effects on economic, social, environmental, and human rights issues. (Du, Bhattacharya, & Sen, 2010). CSR is also seen as a commitment by businesses to contribute to sustainable economic development while working to improve the quality of life for their employees, their families, the local community, and society as a whole (Wan-Jan, 2006).
In recent years, CSR has become increasingly important in advertising and marketing. Companies are now more committed to communicating their social responsibility efforts, as shown by the growth of CSR advertising. This advertising is tailored to a company’s target audience and industry, and integrating CSR into a company’s core business strategies can provide a competitive advantage. It underscores the importance of aligning CSR efforts with societal values and stakeholder demands to meet consumer expectations (Du, Bhattacharya, & Sen, 2010). This alignment underscores the importance of CSR in establishing brand identity and maintaining consumer trust (Kotler & Lee, 2005).
The role of CSR in advertising is crucial for building a brand’s image and its relationship with stakeholders. The content of CSR messages, how these messages are shared, and the consideration of diverse groups of people are key factors in effective CSR communication. (Du, Bhattacharya, & Sen, 2010). This is essential for understanding how well CSR messages in Super Bowl commercials resonate with audiences and their impact. Super Bowl ads have the power to influence consumers’ perceptions of brands, turning them into perceived leaders in social responsibility. This effect extends beyond just a temporary boost in sales, potentially altering consumer behavior and brand perception in the long run (Hartmann & Klapper, 2014).
CSR and the Super Bowl
The historical evolution of CSR in advertising, including its increasing presence in Super Bowl ads, highlights the growing recognition of the importance of addressing social issues through advertising. This trend reflects a broader understanding among brands that consumers expect them to care about and act on important societal issues (Lee & Rim, 2018; Porter & Kramer, 2006).
The NFL’s strategic use of the Super Bowl to emphasize social responsibility, coupled with findings from the Kantar Super Bowl Creative Evolution – DEI in the Big Game 2023 Report, underscores the importance of CSR in modern advertising. According to the report, 29 percent of respondents indicated they would cease supporting brands that fail to uphold values of inclusion and diversity in their Super Bowl advertisements, highlighting the critical impact of CSR on consumer behavior (Kantar, 2023).
These sources provide a comprehensive framework for analyzing the evolution of CSR in Super Bowl advertisements. Despite the existence of these studies, little research has been done specifically on the portrayal of corporate social responsibility in Super Bowl ads, and academic studies have not yet investigated the evolution of these ads from Super Bowl XLVIII to LVIII. Therefore, this article will fill the research gap by analyzing the content of the ads that were aired from 2014 to 2024.
III. Methods
Research Questions
RQ1: How often has CSR been featured in Super Bowl advertising over the last ten years?
RQ2: What types of social issues have been featured in Super Bowl advertising over the last ten years?
RQ3: Are there noticeable trends in social issues featured and advertising sponsors in the CSR advertisements?
This study employs a mixed-methods approach, integrating both qualitative and quantitative content analysis to explore the integration of Corporate Social Responsibility (CSR) within Super Bowl advertisements over the last decade. Prior to the study, thorough research was conducted to understand the existing research on CSR in advertising, with a specific focus on high-profile events like the Super Bowl. This preliminary research revealed that while the effectiveness of CSR in advertising has been explored, there is a gap in the literature concerning the evolution of CSR themes in Super Bowl commercials. This insight led to the formulation of the research questions and the choice of methods for this study.
The rationale behind this comprehensive approach is to quantify the frequency of CSR themes in Super Bowl ads (quantitative analysis) and to explore the depth and nuance of these themes (qualitative analysis). This combination allows for a holistic examination of how CSR has been integrated into Super Bowl advertising over the past decade, offering insights that can guide future advertising strategies and help brands effectively communicate their social responsibility efforts during this high-profile event.
By analyzing the dual role of the Super Bowl, not only as a platform for product promotion but also as a showcase for brands’ commitment to social responsibility, this study aims to influence future advertising strategies. It emphasizes effective CSR practices and offers guidance to brands wishing to leverage this high-profile event to demonstrate their commitment to social causes.
The approach of this study is comprehensive, multifaceted, and rigorous, aimed at providing a detailed examination of CSR within Super Bowl ads over the last ten years. Employing both qualitative and quantitative content analysis methods, this research aims to achieve a holistic understanding of the evolution of CSR messaging.
Sample Selection
The advertisements selected for analysis were sourced from the comprehensive Super Bowl Ad Archive on AdAge (2024) and the Super Bowl 2024 commercials list on Boston.com (2024), covering each year from 2014 to 2024, encompassing Super Bowl XLVIII to LVIII. Ads from 2014-2023 were collected from Ad Age, but the 2024 ads were unavailable. The 2024 ads were gathered from Boston.com, a news and information website about Boston and sports. The dataset includes approximately 587 ads, with an average of 58 unique commercials per Super Bowl, representing a diverse array of sponsors. This dataset provides a foundation for analyzing CSR trends in Super Bowl advertising over the past decade.
Content Analysis
A mixed-methods approach was used for the content analysis. Each advertisement was reviewed to ascertain the presence or absence of CSR elements. Advertisements without CSR content were excluded from further analysis. For those containing CSR themes, both qualitative and quantitative analyses were conducted to evaluate the content deeply. A comprehensive list was created containing each of the 59 ad’s sponsors and titles, listed in Appendix A. The analysis assessed various factors including the ad’s length, the creator, the social issues addressed, and the nature of the CSR initiatives featured. This allowed for an assessment of CSR prevalence and how it has evolved over the decade.
The advertisements were analyzed based on their specific Corporate Social Responsibility themes and types of Corporate Social Initiatives. Each ad was categorized into one of the CSR themes—ethical, environmental, economic, and philanthropic responsibility—following the framework established by Stobierksi’s study (2021). The frequency of each theme was then calculated. Additionally, the ads were classified according to their type of CSI: Corporate Social Marketing, Socially Responsible Business Practices, Cause Promotion, Cause-Related Marketing, Corporate Philanthropy, and Community Volunteering based off Kotler & Lee’s comprehensive study. Due to the complexity of some ads that embodied multiple themes or initiatives, they were assigned to more than one category as needed, which means the total percentages for the categories do not sum to 100%.
The combined quantitative and qualitative insights from this analysis will provide a comprehensive view of CSR’s role, strategies, and potential impacts in Super Bowl advertising. This integrated perspective will facilitate a deeper understanding of how specific advertising strategies and creative executions correlate with CSR content, enhancing our grasp of the effectiveness and resonance of different CSR approaches with audiences.
IV. Findings
After the 587 ads were watched, the spots were analyzed quantitatively by year to see how many did or did not include elements CSR. Once the appearance of CSR was counted, the qualitative analysis examined the themes of CSR and the types of CSI (corporate social initiative) present.
Appearances of CSR
In the analysis of the 587 ads, it was discovered that from Super Bowl XLVIII to LVIII, only 59 out of the 587– or 10.05% of the ads included CSR. When looking at the change in these numbers over time, Table 1 shows the number of ads broadcast in each year that included elements of CSR:
Table 1: Number of Ads Per Year That Include Elements of CSR
| Year | # of ads including elements of CSR | # of total ads examined | Percentage |
| 2014 | 3 | 47 | 6.39% |
| 2015 | 5 | 46 | 10.87% |
| 2016 | 4 | 55 | 7.27% |
| 2017 | 5 | 63 | 7.94% |
| 2018 | 7 | 54 | 12.96% |
| 2019 | 6 | 54 | 11.11% |
| 2020 | 11 | 52 | 21.15% |
| 2021 | 6 | 49 | 12.25% |
| 2022 | 5 | 56 | 8.93% |
| 2023 | 3 | 52 | 5.77% |
| 2024 | 4 | 59 | 6.78% |
In general, the percentage of ads that included CSR increased and then decreased over the ten years in question. The ads including elements CSR mostly increased from 2014-2020, but after 2020 through 2024, the numbers decreased. One theory could be problems related to the COVID-19 pandemic as well as the rise of cancel culture on social media, contributing to the decrease in companies producing ads with a CSR message (Harel, 2021).
Themes of CSR
In this study, 59 advertisements that incorporated elements of Corporate Social Responsibility were analyzed and categorized based on themes (Table 2). The categorization of advertisements was challenging, particularly for those that reflected multiple CSR themes. The decision to place an ad in a specific category required careful consideration, ultimately depending on which theme was most prominently featured. The ads were classified into four primary categories: Ethical Responsibility, Environmental Responsibility, Economic Responsibility, and Philanthropic Responsibility (Stobierski, 2021).
Table 2: Number of Ads Categorized By Themes of CSR
| Theme of CSR | Description of CSR Theme | Percentage |
| Ethical Responsibility | Organization is operating in a fair and ethical manner | 64.4% |
| Environmental Responsibility | Organization behaves in the most environmentally friendly way possible | 28.82% |
| Economical Responsibility | Organization practices business operations that positively impact the world | 5.09% |
| Philanthropic Responsibility | Organization aims to make the world a better place through philanthropic donations | 1.69% |
Ethical Responsibility emerged as the predominant theme, with 64.4% of the ads emphasizing the importance of fair and ethical business practices. Ethical responsibility in advertising often portrays companies as adhering to high standards of fairness and ethical behavior (Stobierski, 2021). An example of this is the 2014 Super Bowl ad by Microsoft, “Empowering,” which highlighted the impact of technology in empowering individuals with disabilities, raising awareness, and promoting inclusion. This reflects a corporate ethos that prioritizes ethical responsibility and social awareness.
Environmental Responsibility was featured in 28.82% of the advertisements. These ads typically showcased the organization’s efforts to minimize environmental impact and promote sustainability (Stobierski, 2021). The 2021 Chipotle Super Bowl ad, “Can a Burrito Change the World?”, featuring a young boy questioning whether a burrito can change the world, aligns with environmental responsibility by spotlighting Chipotle’s initiative to support sustainable agriculture through aiding young farmers and their partnership with the National Young Farmers Coalition. This indicates that businesses recognize their role in addressing global environmental challenges.
Economic Responsibility accounted for 5.09% of the ads. These advertisements highlighted the company’s initiatives that have a positive impact on the global or local economic systems, such as creating jobs, enhancing economic stability, and innovating for better productivity (Stobierski, 2021). The 2020 Super Bowl ad by Donald Trump’s campaign, “Stronger, Safer, More Prosperous,” emphasizes economic responsibility by focusing on the continued strength of the economy and low unemployment rates, particularly among Black and Hispanic Americans, showcasing efforts to enhance economic stability and growth during his presidency.
Philanthropic Responsibility was the least represented, appearing in only 1.69% of the ads. This category included ads where companies promoted their efforts to improve societal welfare through donations and support for various causes (Stobierski, 2021). The 2023 Super Bowl ad by the NFL, titled “We See You,” exemplifies philanthropic responsibility by highlighting the league’s commitment to community-giving programs. The ad raises awareness about the NFL’s initiatives aimed at supporting disadvantaged communities, with a pledge to donate over $500 million to community impact organizations, demonstrating a dedicated effort to enhance societal welfare through philanthropy.
This distribution of CSR themes in advertising reveals significant insights into how companies choose to communicate their corporate values to consumers. The heavy emphasis on ethical and environmental responsibilities suggests that these are currently the most marketable aspects of CSR. However, the lower visibility of economic and philanthropic responsibilities could imply a potential area for further corporate development and marketing.
Types of Corporate Social Initiatives
The advertisements were then examined based on the type of Corporate Social Initiative (Table 3). The CSI adopted by companies were categorized as follows: Corporate Social Marketing, Socially Responsible Business Practices, Cause Promotion, Cause-Related Marketing, Corporate Philanthropy, and Community Volunteering. The distribution of these initiatives offers insight into current corporate priorities and consumer expectations regarding social responsibility (Kotler & Lee, 2024).
Table 3: Number and Types of Corporate Social Initiatives
| Type of Corporate Social Initiative | Description of CSI | Percentage |
| Corporate Social Marketing | Supporting behavior change campaigns | 44.06% |
| Socially Responsible Business Practices | Adopting discretionary business practices and investments that support social causes | 32.2% |
| Cause Promotion | Supporting social causes through paid sponsorships of promotional efforts | 18.64% |
| Cause-Related Marketing | Donating a percentage of revenues to a specific cause based on product sales during an announced period of time | 10.17% |
| Corporate Philanthropy | Making direct contributions to a charity or cause, usually in the form of grants or donations | 8..47% |
| Community Volunteering | Providing volunteer services in the community | 0% |
Corporate Social Marketing was the most prevalent type of initiative, accounting for 44.06% of all CSIs. This approach involves companies supporting behavior change campaigns that promote public welfare, such as health awareness or environmental conservation programs (Kotler & Lee, 2024). Companies are actively engaging in campaigns that can lead to long-term societal benefits and also enhance their brand reputation. The 2016 Super Bowl ad by Budweiser, titled “Simply Put,” serves as an excellent example of corporate social marketing by addressing the critical issue of drunk driving. Through the #GiveADamn campaign, Budweiser not only raised awareness but also actively contributed to safe-ride programs by pledging to donate $1 for each use of the hashtag until the end of Super Bowl Sunday, up to $1 million. The campaign effectively combined social responsibility messaging with direct action, enhancing public safety and demonstrating Budweiser’s commitment to community welfare.
Socially Responsible Business Practices were identified in 32.2% of the initiatives. This category includes businesses adopting practices and investments that are not only profitable but also advance social causes (Kotler & Lee, 2024). This significant percentage indicates a strong corporate commitment to integrating social responsibility into core business operations. The 2019 Super Bowl ad by Audi, titled “Cashew,” exemplifies socially responsible business practices by highlighting Audi’s commitment to making one-third of its new vehicle models fully electric by 2025, underscoring its dedication to environmental sustainability and innovation in the automotive industry.
Cause Promotion accounted for 18.64% of the initiatives, involving companies supporting social causes through paid sponsorships or promotional efforts (Kotler & Lee, 2024). This type of CSI allows companies to leverage their marketing resources to raise awareness and support for significant issues, demonstrating a blend of advocacy and branding. The 2022 Salesforce Super Bowl ad, “New Frontier,” exemplifies cause promotion by using its platform and Matthew McConaughey’s influence to advocate for the #TeamEarth initiative, effectively merging marketing resources with advocacy to raise awareness about environmental restoration.
Cause-related marketing was evident in 10.17% of the initiatives. This strategy involves companies donating a portion of their revenues to specific causes based on the sales of particular products during a set period (Kotler & Lee, 2024). The 2020 Michelob Ultra ad, “6 For 6-Pack,” showcases cause-related marketing by pledging to convert six square feet of farmland to organic for every six-pack sold, directly linking product purchases to environmental impact. This approach not only boosts sales but also aligns the company’s products with social good, potentially enhancing customer loyalty.
Corporate Philanthropy, which includes direct contributions to charities or causes, typically in the form of grants or donations, was noted in 8.47% of the cases. Although less common than other initiatives, philanthropy remains a straightforward and impactful way for companies to contribute to societal well-being (Kotler & Lee, 2024). An example of this is the 2018 Hyundai Super Bowl ad, “Hope Detector,” by featuring Hyundai’s ongoing support for Hyundai Hope on Wheels. This initiative donates a portion of every vehicle sale to fund research and treatment efforts against childhood cancer.
Interestingly, Community Volunteering was absent from the dataset, with a representation of 0%. This absence might reflect a shift in corporate focus toward initiatives that have broader reach or more quantifiable impacts on brand visibility and consumer perception (Kotler & Lee, 2024).
The prevalence of Corporate Social Marketing and Socially Responsible Business Practices suggests a strategic alignment towards long-term, sustainable initiatives that integrate social good into everyday business operations, rather than one-off acts of charity. This may indicate a trend towards embedding social responsibility into the fabric of corporate culture rather than treating it as an external appendage. These findings highlight the diverse strategies companies employ to fulfill their social responsibilities and the varying levels of engagement across different types of initiatives.
Common CSR Topics
Throughout the analysis of CSR in these advertisements, it was evident that certain societal issues are recurrently addressed, reflecting broader social concerns and corporate engagement strategies. This study highlights three predominant themes: women’s issues, inclusion, and environmental causes. Each of these themes is represented through various creative and impactful advertising efforts by major brands.
Women’s Issues
Ads addressing women’s issues often focus on empowerment and challenging stereotypes. For instance, the 2015 Super Bowl ad by Always, “Like a Girl,” tackled the stigma attached to women’s capabilities by questioning and then redefining the phrase “like a girl” to mean something strong and powerful. This campaign was pivotal in sparking conversations about gender norms and has been widely regarded as a catalyst for a broader movement toward gender equality in various spheres of society. Similarly, in 2020, the Olay ad “#MakeSpaceForWomen” featured an all-female cast in a narrative that encouraged women to pursue careers in science and technology, directly supporting Girls Who Code with each hashtag shared. This ad not only challenged traditional gender roles but also aligned corporate social responsibility with empowering future generations, thereby enhancing corporate image and commitment to gender issues.
Inclusion
Inclusion, particularly concerning disability and racial and ethnic diversity, is another significant theme. Microsoft’s 2019 ad, “We All Win,” exemplified this by focusing on inclusivity in gaming with their adaptive controller, designed for players with disabilities. This ad not only promoted a product but also highlighted the importance of inclusive play, bringing attention to the often-overlooked needs of the disabled community in the technology space. It represents a shift in corporate approaches to diversity and inclusion, moving beyond mere representation to genuine functionality and accessibility. Additionally, Google’s 2022 Super Bowl ad for the Pixel 6, “Seen on Pixel 6,” used the “Real Tone” feature to accurately capture diverse skin colors, directly addressing racial inclusivity in technology. This technological advancement is a practical response to longstanding critiques of racial bias in photographic technologies, illustrating how companies can address systemic issues through innovative solutions.
Environmental Causes
Environmental causes are frequently featured to showcase corporate commitment to sustainability. The 2019 Budweiser ad, “Wind Never Felt Better,” used imagery of wind turbines and the iconic Clydesdale horses to highlight the brand’s use of renewable energy in its brewing process. This ad serves as an effective communication tool that not only promotes Budweiser’s products but also aligns the brand with environmental stewardship, appealing to the eco-conscious consumer. In a similar but more humorous way, the 2022 Hellmann’s ad, “Mayo Tackles Food Waste ” starred football coach Jarod Mayo who thwarts food waste in consumers’ homes by tackling them. This was a campaign by Hellmann’s to stop food waste, through launching an app with recipes designed to be made with leftover ingredients. It reflects a growing trend where companies are not only advocating for environmental issues but are also providing practical solutions to involve consumers in these efforts.
IV. Discussion
These examples illustrate how major brands leverage the high-visibility Super Bowl platform to address and promote corporate social responsibility initiatives. The focus on prominent issues like women’s empowerment, inclusion, and environmental causes reflects both corporate values and consumer expectations for businesses to drive societal improvement. Such ads often spark conversations and can influence social norms and expectations.
The evolution of CSR themes in Super Bowl ads over the years suggests a shift in corporate priorities and societal challenges. Earlier ads tended to feature broad philanthropic messages, while more recent ones precisely targeted specific issues like inclusion and sustainability, indicating a more strategic and focused CSR approach.
This study’s comprehensive content analysis of 587 Super Bowl commercials from 2014-2024 revealed that while only 10.05% featured CSR themes, there was an increasing trend from 2014-2020, followed by a decline from 2021-2024. Ethical responsibility (64.4%) was the most prominent CSR theme, followed by environmental (28.82%), economic (5.09%), and philanthropic (1.69%) responsibilities. Corporate social marketing (44.06%) and socially responsible business practices (32.2%) were the most utilized CSR initiatives.
The findings largely align with theoretical frameworks positioning CSR as a strategic tool for fostering consumer trust, brand loyalty, and a positive public image (Du et al., 2010). The dominance of ethical responsibility suggests companies are attuned to demands for transparency and fair practices, while the focus on environmental responsibility mirrors growing sustainability prioritization amidst climate change concerns. The prevalence of corporate social marketing and socially responsible business practices indicates a shift towards integrating social good into core operations rather than relying solely on philanthropy, aligning with stakeholder theory principles (Freeman, 1984).
However, the study also suggests an evolution in how businesses strategically deploy CSR, challenging conventional portrayals of CSR as ultimately serving economic interests of a firm (Carroll, 1991). Companies appear committed to ethical conduct and environmental sustainability, even when it may not directly benefit the bottom line. By consistently amplifying issues like gender equality, inclusion, and environmentalism through Super Bowl ads, companies are actively shaping societal values, aligning with communication theory’s notion of media’s agenda-setting influence (McCombs & Shaw, 1972).
The observed decline in CSR themes from 2021 to 2024 could reflect brands’ increasing caution about potential backlash from more politically charged or divisive issues. This trend suggests that companies are possibly recalibrating their CSR strategies to avoid alienating parts of their consumer base in a polarized environment. Additionally, the decline may also stem from growing consumer skepticism, particularly among Generation Z, who demand authentic engagement, prompting brands to rethink their approach in high-visibility ads like the Super Bowl (Harel, 2021).
Given these findings, future research should explore the long-term impact of CSR-themed Super Bowl ads on consumer behavior and brand perception. Studies could investigate whether the observed decline in CSR themes is part of a broader trend or a temporary response to the current sociopolitical climate. Additionally, research could focus on identifying the factors that drive the success or failure of CSR initiatives in high-stakes advertising environments like the Super Bowl.
From a practical perspective, brands should consider the importance of aligning their CSR messages with their core values and consumer expectations. This study underscores the evolving role of CSR in Super Bowl advertising and highlights the need for brands to adapt to changing consumer expectations and societal trends. By doing so, companies can not only enhance their public image but also contribute to meaningful social change.
V. Conclusion
The rise of corporate social responsibility messaging in Super Bowl advertisements over the past decade signals a profound shift in how businesses engage with societal issues on a massive public stage. This study’s content analysis reveals corporations are strategically using one of the world’s most-watched events to showcase their values, initiatives, and commitment to ethical, environmental, and social causes beyond just promoting products.
While the findings affirm theoretical notions of CSR enhancing corporate legitimacy and stakeholder accountability, they also illuminate potential new frontiers. The dominance of ethical responsibility and socially responsible business practices suggests CSR is evolving from a supplementary practice into an institutionalized ethos shaping core operations. By continuously reinforcing narratives around vital issues like sustainability, inclusion, and social justice, corporations may be transcending perception management to actively influence societal priorities and norms.
However, significant limitations remain in assessing the tangible impacts and authenticity of such high-profile CSR communication. As this domain continues evolving, the critical examination of the implementation and measurable outcomes is linked to corporate rhetoric. Additionally, assessing audience reception through targeted analysis can make clear CSR messaging’s resonance across demographics. Continued research in this arena remains vital to ensure businesses uphold their obligations as socially responsible corporate citizens.
This study highlights how Corporate Social Responsibility (CSR) has evolved over 10 years from a minor consideration to a critical responsibility for businesses. The Super Bowl serves as a major platform where business goals, social responsibility, and ethical practices come together on a large scale, showing both the challenges and possibilities of aligning business profits with human values and environmental concerns.
Acknowledgments
This research would not have been possible without the incredible support and guidance of my mentor, Dr. Barbara Miller Gaither. I am so grateful for all the time she took to meet with me, always offering her wisdom and encouragement when I needed it most. I would also like to express my appreciation to Elon University’s School of Communications for providing the resources and community that made this research a reality.
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