A video board displays logos for Super Bowl LVIII at Allegiant Stadium on February 01, 2024 in Las … [+] Vegas, Nevada. The game will be played on February 11, 2024, between the Kansas City Chiefs and the San Francisco 49ers. (Photo by Ethan Miller/Getty Images)
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One of highlights leading up to the Super Bowl each year is finding out which advertisers are spending a reported $7 million to air a :30 ad. For some advertisers, the investment is worth it, the Super Bowl is, by a wide margin, the most watched TV program every year across every age group, an unparalleled media event. With an average audience of 115.1 million, last year’s Super Bowl was the most watched program in U.S. history.
For other advertisers, the marketing dollars are better invested elsewhere. In early November CBS said they had virtually sold out all commercial inventory for the “big game”. The in-game advertising alone during last year’s Super Bowl on Fox generated $600 million.
The list of advertisers in this year’s Super Bowl include familiar brands that advertise every year, first time marketers, advertisers that are returning to the Super Bowl after going “on hiatus”. Also, some familiar Super Bowl advertisers will be absent this year. Many marketers have already released :15 teaser ads to whet viewer’s appetite. Also, CBS has asked advertisers to match their investment in the Super Bowl with other sports programming on the network.
In addition, the Paramount
PARA
PARA
owned Nickelodeon, which targets a younger audience, will also be televising the Super bowl. The cable network has also sold out its ad load with potentially different “family friendly” and 15 “Nick only” advertisers. Variety reports Paramount is selling :230 ads for $200,000 to $300,000.
There will be a number of first-time advertisers in Super Bowl LVIII covering a wide variety of product categories.
Etsy: The online retailer will be airing its first Super Bowl in their 18-year existence. Etsy has recently been airing more national TV ads as part of its marketing strategy. The ad centers on what gift to give back to France in return for the Statue of Liberty.
Popeyes: The chicken restaurant chain will make their debut adding five new chicken wing flavors to its menu. One of objectives is to make chicken wings a more popular Super Bowl food than ordering a pizza. The ad features Ken Jeong.
Kawasaki: The objective of Kawasaki’s first Super Bowl ad is to promote their Ridge side-by-side, a utility vehicle, to a wider audience. The ad features wrestler Stone Cold Steve Austin with a mullet.
Lindt: The chocolatier will take part in its first Super Bowl promoting the Lindor Truffle. The ad focuses on the joy of eating truffles. The ad’s tagline is “Life is a ball with Lindt”.
Opendoor: The online realtor’s first ad will be airing during halftime. It will highlight the stress-free ease of putting your house on the market. The company cites the Super Bowl as the unofficial beginning of the housing market.
Starry: The Pepsico owned soft drink will run its first Super Bowl ad featuring the hip hop singer Ice Spice. Starry is Pepsico’s new lemon lime flavored soft drink. The teaser promo has a secret “ex” walking in the room while the singer is drinking Starry.
Drumstick: The ice cream sundae brand will make its debut Super Bowl ad with comedian/actor Eric André. The ad will be part of their ad campaign “Another Day, Another Drumstick.” The ad will also start a petition that the day after the Super Bowl should become a national holiday.
Nerds: The 40-year-old candy will run its first Super Bowl ad. The ad will feature 23-year-old Addison Rae, actor, singer and choreographer with over 88 million TikTok followers. The teaser promo has Rae giving a dance lesson to an unknown (celebrity) student. Rae is also eating Nerds Gummy Clusters.
BetMGM: With sports wagering becoming legal in more states, online sportsbook BetMGM will air its first Super Bowl. The ad has Vince Vaughn touting that anyone can make a bet on BetMGM except 7-time Super Bowl champion Tom Brady, who has “won enough”. The ad includes Tom Brady and hockey great Wayne Gretzky. This is the first Super Bowl held in Las Vegas.
Mountain Dew Baja Blast: The soft drink flavor will be celebrating its 20th anniversary with its first Super Bowl ad. The ad will have Audrey Plaza having a blast.
Robert Kraft’s Foundation to Combat Antisemitism: The owner of the New England Patriots launched the organization in 2019. The Super Bowl ad will address the increase in antisemitism and all hate. The ad will feature Dr. Clarence B. Jones who had assisted Dr. Martin Luther King in drafting his “I Have A Dream Speech” in 1963.
Nyx Professional Makeup: Hip hop artist Cardi B will promote the brand’s new viral product Duck Plump.
There will be a handful of advertisers that will be returning to the Super Bowl after sitting out. Here are a few of them.
BMW: After missing last year’s big game, BMW is returning. A teaser ad features Oscar nominated actor Christopher Walken, on the phone, trying to understand the concept of a teaser ad.
Volkswagen: The imported auto company Super Bowl ad will unveil a new campaign celebrating its 75th anniversary. For VW, it will be its first Super Bowl ad in ten years. In 2011 a VW Super Bowl ad entitled “The Force” became one of the most endearing and most shared Super Bowl ads of all time.
Dove: After a 9-year hiatus, Dove will return to the Super Bowl with an ad promoting body confidence with girls age 11-to-17. The ad will encourage girls to keep playing sports they love. The ad is part of Dove’s 20-year-old “campaign for real beauty”.
Verizon: After taking a year off, Verizon is returning to the Super Bowl. Verizon’s will have an in-game ad along with a four-day celebration in Las Vegas allowing fans to get closer to athletes and entertainers. Verizon is also an official NFL sponsor.
Oreo: With the tagline, “Twist on It”, ad spoofs how important decisions have been made throughout history on how the Oreo was twisted and will feature Kris Jenner. Oreo was last in a Super Bowl in 2013. During the game Oreo won plaudits via social media when a partial blackout ensued with “you can still dunk in the dark.”
Reese’s: The candy will return to the Super Bowl for the first time since 2020 (and second time overall). The teaser ad mentions a “big change” coming to Reese’s Peanut Butter Cups.
Toyota: After sitting out last year’s game and announcing they were bypassing this year’s game, the imported carmaker reversed its decision and will run an ad promoting the 2024 Toyota Tacoma. Toyota has become the NFL’s official automotive partner.
State Farm: After sitting out the past three years, the teaser ad features Arnold Schwarzenegger as a new “super-agent” for the insurance company.
Many brands from last year’s big game are returning featuring many celebrities. Here is a sampling.
· Booking.com: Will be back for a third straight year with an ad featuring Tina Fey and other cast members of 30 Rock.
· Anheuser Busch InBev: Will air 2½ minutes of ads. In a Budweiser ad, The Clydesdales will be back for a 46th time. A Michelob Ultra ad will have Jason Sudeikis and soccer great Lionel Messi. Also a Bud Light ad will run with Post Malone.
· Pringle’s: Returns to the Super Bowl for seventh consecutive year with an ad featuring Chris Pratt and his moustache.
· Oikos: The yogurt company returns with an ad starring Martin Lawrence and NFL Hall of Famer Shannon Sharpe golfing and touting the protein benefits of an Oikos snack.
· E*Trade: The E*Trade baby will be returning.
· Uber Eats: Will be returning for the fourth straight year. The ad will feature David and Victoria Beckham.
· Oikos: The Greek yogurt company returns with an ad starring Martin Lawrence and NFL great Shannon Sharpe golfing and touting the protein of an Oikos snack.
· Hellman’s Mayonnaise: The condiment returns for a fourth straight year in an ad featuring Kate McKinnon and a “mayo cat”.
· E.l.f. Cosmetics: A few cast members of Suits return (and teasing about Meghan Markle) among other celebrities of legal programs are summoned for “Jury Beauty”. This is the brand’s second straight Super Bowl appearance.
· Doritos: An ad features Jenna Ortega and Danny Ramirez looking for Doritos Dinamitas and to their horror can’t find any. This will be Doritos 24th straight year of advertising in the Super Bowl.
· DoorDash
DASH
: For its Super Bowl ad, the digital commerce company DoorDash will be giving away everything being advertised during this year’s Super Bowl including cars.
· TurboTax: With another tax season starting, TurboTax will be in its 11th straight Super Bowl.
· FanDuel: Similar to last years, “Kick of Destiny” FanDuel will run an ad betting on Rob Gronkowski’s ability to kick a field goal. Carl Weathers was in the ad, encouraging “The Gronk”. Sadly, with the recent death of Weathers, FanDuel will edit the ad.
· Kia America: The imported carmaker will be in its 15th Super Bowl promoting its all-electric vehicle the EV9.
· Temu: The Chinese owned e-commerce company is returning for a second year. The goal is to improve brand awareness.
· Coors Light: With AB InBev no longer having product category exclusivity, Coors Light is returning for a second year. The ad features country singer Lainie Wilson and the return of the Coors Light Chill Train (Silver Bullet).
· M&M’s: The candy is returning to the Super Bowl with NFL Hall of Famers, Dan Marino, Terrell Ownes and Bruce Smith. All three have never won a Super Bowl. It’s part of “M&M’s Almost Champions Ring of Comfort” ad campaign featuring diamonds made from real M&M’s peanut butter candies.
· Come Near: A charitable organization, will return with its ad campaign “He Gets Us” about the teachings of Jesus.
GOOG
: Will be airing a Super Bowl touting the Pixel 8 camera and its Guided Frame feature for the visually impaired. The ad is about a blind man in a romantic relationship who uses the Guided Frame feature.
Of course, Paramount Global will be airing CBS promos as their delayed broadcast season starts after the Super Bowl. Paramount’s FAST channel Pluto TV will run an ad (about an audience of potatoes). Paramount+ will run a “Mountain of Entertainment” ad with Sir Patrick Stewart. Also, the NFL will run its usual promo, this time the ad will take place in Ghana. We can also expect movie ads for “tentpole” feature films being that will be released weeks and months ahead
Among the long-time advertisers bypassing this year’s big game include GoDaddy
GDDY
.com and Avocados from Mexico. Also, for the first time in 23 years, there will not be any ad from Detroit’s “Big 3” carmakers, Ford Motor
F
, General Motors
GM
and Stellantis.
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