"Lose Yourself"... still slaps. Millions tuned in Sunday to watch the LA Rams beat the Cincinnati Bengals in a nail-biter. While the players battled it out on the field, some of the biggest brands fought for our attention during time-outs. This year’s commercial themes shifted from the pandemic and politics to the future:
Free bitcoin during the bathroom break… the Super Bowl is one of the few places left to reach 100M+ consumers at once, and brands are paying more every year for that opportunity. The price tag for a 30-second commercial has jumped 3X since 2000, hitting a record $7M this year. Bowl spots are a chance for newer companies like Coinbase to introduce themselves to a wider demo, while legacy brands like Chevy can show they aren't just making your dad’s pickup truck.
Commercials aren’t the only option... OG Bowl advertisers like Pepsi and Nike ditched commercials altogether and were still among the most-viewed brands thanks to sponsorship deals (think: Nike team jerseys and Pepsi’s halftime show). Similarly, in-game sponsored brands (think: Bose sponsoring coaches’ headsets) earned $170M worth of exposure this year and generated over one hour of screen time — more than all the ads combined.