These are polarized times. The Super Bowl is one of the few events that can bring us all together, and advertisers want to keep it that way. That's why Super Bowl commercials are "playing it safe this year," Variety said. While the big game has long been seen as a venue "where risk-taking is welcome," most of the ads instead "will aim to comfort or amuse" the expected 110 million viewers.
One reason for the caution: "It's getting harder for commercials to score with consumers," said Linda and O.C. Ferrell of Auburn University at The Conversation. Many traditional advertisers, like the Big Four automakers, are skipping the game in favor of "more tightly targeted advertising campaigns." Why? "Gen Z, in particular, is not impressed by Super Bowl ads," which cost a cool $7 million for a 30-second spot.
The Taylor Swift effect One dynamic affecting marketing decisions? Taylor Swift, of course. Axios said the pop superstar, who is dating Kansas City Chiefs' Travis Kelce, "helped drive an unprecedented ratings bump for the NFL from the sidelines." Her popularity with young women helped bring them to the game, so "beauty and health food brands are buying up" Super Bowl ad spots. None are mentioning Swift specifically, Digiday said, but for brands like Dove and NYX Cosmetics, it's "difficult to ignore" the influence of her "newfound association with the sport."
Something you won't see? A lot of crypto ads. CNN expects a big shift away from the tech companies featured in recent years. Instead, "largely traditional advertisers" will dominate — yes, the Budweiser Clydesdales will be there.
'Stands alone' for marketers Those ads will be worth the money, The San Diego Union-Tribune said. Live sports are "one of the few areas that can attract a lot of viewers," said one ad exec. But another strategist offered caution: "It must also be part of a business plan, not a one-off ad that hopes to be the business plan itself." It's best not to blow a whole year's marketing budget on a Super Bowl moonshot, in other words.
The Super Bowl is one of the only events with a mass television audience, The New York Times said, even as the NBA and NHL have "struggled to retain and increase viewership." This means the big game is a good bet for big brands. "The Super Bowl stands alone as a mass-marketing opportunity on television." |