- Global uncertainty is pushing advertisers toward feel-good ads
- A 30-second ad can cost as much as $7 million during the Super Bowl
- Coinbase, crypto.com and FTX used the Super Bowl to establish legitimacy
With at least 100 million people expected to watch this year’s battle between the Kansas City Chiefs and San Francisco 49ers, leading brands will dominate the airwaves and attract attention with a fun-loving, humorous tone.
There will be a pronounced shift away from crypto, AI, and technology in general to advertisements of more traditional products that people use daily, said Paul Hardart, a clinical professor of marketing for New York University’s Stern School of Business, quoted by CNN.
Focus on fun and humor
According to the professor, the current global uncertainty, including political polarization and geopolitical conflicts, is pushing advertisers toward feel-good ads focused on entertainment, humor, and fun. This is in line with the Super Bowl’s inspiring spirit, he said.
According to insiders, a 30-second ad can cost as much as $7 million during the Super Bowl. On a media call Thursday, leading broadcaster CBS said it was sold out.
Big brands will dominate
Considering how expensive the ads are, it’s no wonder established brands are pushing out smaller firms like Coinbase, crypto.com and FTX, which used the Super Bowl to establish legitimacy as brands or simply generate awareness in the past, Hardart said. Big brands that will advertise this February include Budweiser, BMW, Oreos, DoorDash, Hellman’s Mayonnaise, and State Farm Insurance.
Ads are still worthwhile
The professor said that ads offer more than immediate exposure to hundreds of millions of people. They also provide increased engagement and brand recognition, which is a long-term value.
One of the event’s prominent guests is Taylor Swift, who’s coming to support her boyfriend from the Chiefs, Travis Kelce. Her presence is expected to attract a new group of viewers, who might not have cared for the Super Bowl in the past. The expected changes in the audience’s demographic composition are already being reflected in the ads. Dove Body Wash is returning to the Super Bowl after being absent for almost two decades.
