The return of Breaking Bad to sell potato chips, or a pastiche of the squid game (Squid Game), the result of a Netflix-General Motors collaboration to promote the manufacturer’s electric vehicles: as every year, the first excerpts of dozens of big-budget advertisements from the National Football League (NFL) final have flourished on the Internet.
Exceptional showcase
Despite very high and still rising prices – from 6 to 7 million US dollars (from 8 to 9.3 million Canadian dollars) for 30 seconds, i.e. 10 times more than for the United States-England match during the Soccer World Cup in Qatar – Fox Sports has had plenty of advertisers.
Last year, NBC generated US$578 million (C$774 million) in revenue during the game, which was US$143.8 million (C$192 million) more than for the Super Previous Bowl, according to estimates by research firm Kantar.
millions of people who see it at the same time?”,”text”:”archyde news is very expensive, but what event gives you 100million people who see it at the same time?””>archyde news is very expensive, but what event gives you 100 million people who see it at the same time?
raises Derek Rucker, professor of marketing at Northwestern University, in the United States.
Not only do you have the numbers, but it’s consumers actively watching and talking about the ads.
before and after the Super Bowl, he adds.
find the right tone
The final between the Kansas City Chiefs and the Philadelphia Eagles will still be an unmissable event on Sunday for many American homes, a pretext for reunions between loved ones and family, both for the game and for its halftime show. – assured this year by the planetary star Rihanna – and its advertisements.
Some marked their era, such as the ad produced by Ridley Scott for Apple 39 years ago, to set up the new Macintosh as an anti-Big Brother
of 1984 by George Orwell. For a brand, being in the Super Bowl goes way beyond the Super Bowl
summarizes Derek Rucker.
Thus, the M&M’S brand, caught in a new episode of American cultural battles, is expected at the turn. On January 24, she announced that she was putting in pause
its famous candy characters of all colors, in response to new attacks from part of the conservative right which considers newcomers politicized and wokes
especially purple, a symbol of support for the LGBTQ+ community.
But this setback was also an opportunity to introduce the brand’s new muse, comedian Maya Rudolph, for its Super Bowl ad; a temporary proposal, which is interpreted by several people as a joke in view of a coup. To be continued.
According to Andrew Frank, an analyst at Gartner, however, nothing spectacular should be expected, as brands are looking for more light posts
than sulphurous on the themes of inclusion and diversity, in a context of very strong polarization between the right and the left.
I think brands want to get away from all the toxicity around culture wars
, he said. In recent years, topics such as food waste or domestic violence have been addressed, but these are questions that everyone is comfortable with
adds Derek Rucker.
No cryptocurrencies, but new beer brands
Coming into force last year with several advertisements, cryptocurrency platforms have completely disappeared this year.
After FTX went bankrupt and former boss Sam Bankman-Fried was indicted for fraud, it’s a good time for them to take a break
Judge Andrew Frank.
However, the market, supported by the new economy, was also boosted by the end of historical exclusivity in the beer sector for Anheuser-Busch (the parent company of Budweiser), which paved the way for many brands this year.
We can expect to see a lot of brands tackling leisure spending with lighthearted messages of entertainment and escapism
despite the context of inflation and fears of recession, urges the Gartner analyst, with an innuendo that he summarizes as follows: It’s okay, you don’t need to be so careful with your spending.