Super Bowl Advertising Effectiveness

YouTube has won the big contract to broadcast NFL games on Sundays (Super Bowl LVII). At the 2023–2024 season, it will start airing live on two channels: the Youtube TV add-on packages and the Youtube Primetime Channels service, both of which stream TV show ads and movies.

The NFL has also announced that Rihanna will perform at halftime of the SB. Rihanna hasn't performed publicly since 2016. Many people have had different reactions to this news. People expect a lot of ads to start in January or February 2023, right before Super Bowl LVII.

In the LVI Super Bowl, there was no sponsored marketing for the game's ads promos that were shown and ads on television. Every advertiser who bought airtime for their ads has started different ads related to this event. But the competition themselves haven't been the main focus of these ads. For example, the Rakuten ads on Instagram with the unique hashtag #WinBigWithRakuten were more about the product than the competition itself.

With COVID-19 at its peak, the kid teamed up with TikTok to put on the "TikTok Tailgate," a two-hour virtual event that took place before the commercial. American fans could tune in to the NFL's TikTok channel for live concerts, interviews, and cooking demonstrations. TikTok stars like @chefcuso, @goodeatswithtati, and @acooknamedmatt were also invited to the ads event, where they showed off some of their favorite game-day dishes and chatted with the guests.

The partnership with TikTok also let the company promote its own hashtags, like #TikTokTailgate and #SuperBowlLV, which got 1.2 billion and 848.7 million organic ads views, respectively. OldSpice and Gillette's 2021 #ThisorThatSBLV competition on TikTok is an eye-catching example of other commercial working with influencers. In the first few days of the ads, which began with 10 creators a week before the SB and got a lot of people interested in both businesses, more than 2 billion views were made.

Even though the Super Bowl didn't appear to have any creator-run efforts, many marketers used Big Game references in their influencer marketing ads. As a result of the gals, many people started using ads filters and hashtags.

Companies like Chipotle (a chain of Mexican grill restaurants) and Sabra (makers of hummus and guacamole dips and spreads) sought the assistance of TikTok's developers as a result. At the match, Sabra used at least 18 talented members. For example, @charlidamelio posted a sneak peek of an SB ad, and #howimmuss posted a challenge that was seen by more than 4M people. the Super Bowl, more than 95M people participated in brandpotle's branded hashtag ads challenge, #tiktoktimeout, which featured Justin Bieber's song "Yummy" and 17 social influencers.

The spending of several ads sectors shifted through Super Bowl LV. The number of dollars spent on by restaurants during the Super Bowl in 2021 increased to $33 M, up from a little over $5M the year before. In addition, this is the first time that the commercial as a whole has hit double digits in the millions. the epidemic, businesses pushed hard to get customers back into their stores. Despite generating $20M less in marketing spending than it did in 2020, the automotive commercial continues to lead the pack in 2021. For the first time since 2017, the beverage business did not make the top 10 list of industries with the most spending, with only $5.5M. After never having spent greater than $16M during a single Super Bowl prior to 2021, the financial commercial spent over $49M combined, vaulting the commercial into the top three spenders for the very first time.

Another 50 million individuals watched the 2022 Super Bowl on the internet or through streaming services. This brings the total number of several doctor who watched the veins on traditional TV to 100M. As a matter of fact, these two additional channels have been the key source of viewership growth. This is due to the fact that the audience for linear TV has struggled to show any growth over the previous three years. Even though there were a total of 150 million viewers, the research reveals that only roughly 59% of this audience was fully or mainly involved in what was happening.

According to Nielsen and the ad testing commercial ABX Advertising Benchmark Index, the audience size for the 2022 Super Bowl was able to make a decent improvement, and the measured effectiveness was able to make a minor improvement as well. The prior Super Bowl in 2021 had the lowest viewing audience in the past ten years, with only 94 million watching it. There is no doubt that this was influenced by COVID. The viewership of 100.2M in 2022 is still greater than 10M lower than the high watermarks that were reached from 2013–2017.

Advertising spots during the Super Bowl are in high demand, so companies have to compete with sponsors who have been there for a long time. Super Bowl LV viewers were treated to a wider range of commercial than in years past. In 2021, which was a transitional year as the United States began to recover from the pandemic, first-time advertisers bought at least 20 ads for a total of $100M.

Three companies, Rocket Mortgage, T-Mobile, and Jeep, spent than twice as much on advertising in 2021. This propelled them into the top ten. T-Mobile, which had been spending second-most since 2017 and had been spending in the top ten each year until 2020, spent money in 2021 than it had in any year since 2017. In other news, Google has dropped off the list for the first time since 2018, while Amazon has continued its aggressive Super Bowl advertising.

Although Amazon will spend around $10M less on Super Bowl ads in 2021 than it did in 2017, the commercial still ranks third among advertisers. Moreover, despite spending about $10M less on Super Bowl commercial in 2021 than they did in 2017, AB InBev maintained its position as the year's top advertiser, and its lead widened to greatest than double the amount spent by any other commercial on Super Bowl commercial since the turn of the century.

Fans' attention isn't the only thing the Big Competition is good for. It's also a barometer of the marketing industry's creative climate and the state of fan engagement and media consumption. The start of the pandemic has come at the same time that digital infrastructure has been changing quickly. Each advertiser's success during this year's Super Bowl will depend on the quality of their media mix and the creativity of their commercials.