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2024 Super Bowl LVIII: How to Bet on Commercials?

by Scott Kacsmar
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The Super Bowl is the No. 1 day of the year for commercials.

Companies dished out an average of $7 million for a 30-second commercial during the 2023 Super Bowl. With inflation, that number is likely to increase for 2024 and Super Bowl LVIII between the Kansas City Chiefs and San Francisco 49ers.

The game itself could garner record viewership given playoff ratings have been very high this year, and the most famous woman in the world right now expects to attend and cheer on her boyfriend on the Chiefs.

With more casual viewers tuning in than usual, the commercials will be a popular part of the broadcast for some. But can you bet on the commercials? You sure can with the help of a top rated offshore sportsbook like Bovada (visit our Bovada Review to learn more), which offers multiple prop picks for which commercial will air first during the game.

We look at the offerings they have with their current odds from Bovada.

BMW vs. Coors Light

Which Commercial Airs First?

  • BMW (+130)
  • Coors Light (-170)

BMW did not air a Super Bowl commercial in 2023. The last time they did was in 2022 to promote an electric vehicle in a 60-second ad that featured actors Arnold Schwarzenegger and Salma Hayek as Zeus and Hera.

I must have been checking how many catches Cooper Kupp had for the Rams, because I don’t remember that one. But BMW is back with another likely advertisement for an electric vehicle.

Coors Light is coming back with the silver bullet train ad idea.

It originally debuted back in 2005 and hasn’t been used in over a decade. Since it is 2024, they have an idea where fans can be in the ad aboard the train – virtually of course – along with some other celebrities that should be recognizable.

It sounds like a lot of money for an old idea for a beer anyone with legal alcohol purchasing age already has an opinion of.

We’ll go with the BMW ad popping up first, as they’ll want to target people before they get drunk during the game. The Coors Light commercial can air later to remind them to drink another beer.

Pick: Which Commercial Airs First – BMW (+130) at Bovada

Booking.com vs. Hellmann’s

Which Commercial Airs First?

  • Booking.com (-130)
  • Hellmann’s (+100)

For the 3rd year in a row, Booking.com will have a Super Bowl ad.

It is unclear if this one will also feature Melissa McCarthy in a musical clip for 30 seconds of ear torture. Call me a hater but that was not a good commercial to listen to, and if they go this route again, I hope I am getting a snack or going to the bathroom during it.

As for Hellmann’s, they make great mayo.

However, have they ever made a great commercial? Nothing comes to mind. But their ad sounds like it has potential with SNL alums Kate McKinnon and Pete Davidson expected to appear alongside a cat of some sort.

Count me in as Team Hellmann’s in this battle.

Pick: Which Commercial Airs First – Hellmann’s (+100) at Bovada

Drumstick vs. Uber Eats

Which Commercial Airs First?

  • Drumstick (+145)
  • Uber Eats (-190)

This one has the biggest odds gap, and it seems rather logical at that, which we might not be able to argue for the other props.

If you advertise Uber Eats early, people might still be able to order from a local place on a Sunday evening and get their dinner or final party snacks.

But when it comes to a Drumstick, that’s a great dessert snack.

You want to air that later in the game when people are looking for a frozen treat before they watch the final quarter and see which defense makes the big stop.

This is certainly going to be Uber Eats up first, but that doesn’t mean you won’t be charged an excessive number of fees the next time you go to order there.

Pick: Which Commercial Airs First – Uber Eats (-190) at Bovada

Nerds vs. Oreo

Which Commercial Airs First?

  • Nerds (-120)
  • Oreo (-120)

If you think the candy Nerds is a new name in the Super Bowl commercial sphere, you would be correct. They are counting on a “multisensory experience” with their first Super Bowl ad, which is set to feature influencer Addison Rae.

It has been over a decade since Oreo last did a Super Bowl ad with its popular (at the time) “You can still dunk in the dark” ad in 2013. If you do not understand the reference, then you have to remember that this was so timely as it aired during the blackout in Super Bowl 47 between the Ravens and 49ers when the lights went out shortly after the 3rd quarter started.

Viewers loved the ad for that timely line. The success of that may push them to later in the game to try recreating that viral moment, so let’s go with the idea that Nerds will air in the first half as it tries to break into this crowded, expensive market.

Pick: Which Commercial Airs First – Nerds (-120) at Bovada

Popeyes vs. Dove

Which Commercial Airs First?

  • Popeyes (-120)
  • Dove (-120)

It sounds like Popeyes has tagged actor Ken Jeong (The Hangover, Community) for their first-ever Super Bowl commercial.

His dog will be joining him in the search for the perfect wings. Personally, I think the chicken sandwiches are the best part of the Popeyes menu these days, but this is all new for the company.

As for Dove, has it really been 18 years since their last Super Bowl commercial? That’s a long time to not give their fans a reminder to bathe properly with their product.

The Dove ad is reportedly a collaboration with Nike to feature a positive message for girls participating in sports. Sounds like they too will be happy to have the Swifties watching feverishly this year.

Let me know when Dove produces a soap so good that people are killing each other in line to get a bar like they did when Popeyes introduced their chicken sandwiches. But since there are already leaks that Dove is airing in the first quarter, we have to take advantage and hammer the Dove while craving the Popeyes.

Pick: Which Commercial Airs First – Dove (-120) at Bovada

author avatar
Scott Kacsmar
NFL football picks are Scott Kacsmar's expertise, serving as his main focus. He has contributed to various sports websites and blogs, such as NBC Sports, ESPN Insider, FiveThirtyEight, and, JoeWager. Originating from Pittsburgh, Scott maintains a love-hate connection with the Pirates.

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