CoStar, Rocket Companies Splash Out for Super Bowl Ads

The Philadelphia Eagles won Super Bowl LIX, but real estate had a field day of its own for fans at home.

Both Homes.com and Rocket Companies secured commercials for the Super Bowl broadcast. Two added to CoStar’s ongoing residential campaign and the lending and financial services firm was the subject of a 60-second ad with a surprise ending.

The companies likely paid a pretty penny for the marketing blitz, as some advertisements aired during the big game cost up to $8 million, CBS reported.

For Homes.com, the ads continued a campaign that debuted last year as part of what CEO Andy Florance claimed was “the biggest marketing campaign in real estate history.” In the months ahead of the 2024 game, CoStar publicly teased its first Super Bowl spot as the first of a $1 billion advertising push behind its residential platform.

Dan Levy and Heidi Gardner again starred in the commercials — which aired in the first and third quarters — while Morgan Freeman popped up, too. The ads featured company executives discussing ways to legally declare in marketing that the company is the best home-shopping site.

After last year’s trio of ads, Homes.com brought in 110 million average monthly unique visitors to the site over the past year, according to Google Analytics. The company claimed last month that brand awareness surged from 4 percent to 33 percent.

It wasn’t the only real estate brand looking to take advantage of the eyeballs drawn to the Super Bowl, annually the most watched television event of the year.

In the second quarter, Rocket Companies aired a 60-second spot set to the tune of John Denver’s “Take Me Home, Country Roads.” In the ad, people were seen going to the places that signified “home” to them, linked to the company’s “Own the Dream” campaign.

At the end of the ad, the Fox broadcast transitioned back to the game, where fans in the stadium were belting the John Denver classic in unison. The company in a press release said it was the first such singalong for a Super Bowl commercial.