How advertisers upstaged Taylor Swift during this year’s Super Bowl

Between Usher’s halftime extravaganza, the numerous shots of Taylor Swift, and seemingly every other celebrity under the sun being present, you’d be forgiven for forgetting that a game of football happened during this year’s Super Bowl.

This year’s event drew a truly staggering number of viewers – 123 million from the US alone – making it the most watched TV program ever.

It's no wonder then that all advertising slots for the event were sold out by November. But, despite this huge viewership, the question over the actual value of these ad slots remains. And at an average cost of $7 million for a 30 second slot, it's a question worth asking.

So, how did brands cut through during this year’s event? This is what I learnt:

Even in large scale events, it pays to know your customer

As with any advertising, marketers need to keep their target viewer in mind at all times. But while events such as the Super Bowl unite shoppers of every kind, that doesn’t mean you can engage with them all in the same way.

Skincare company, CeraVe, honed in on their audience with a  response to a viral TikTok that debated whether actor Michael Cera was behind their brand. How did they do this?By casting Michael Cera in their ad. This canny move not only used Cera’s A-List pull, but let fans know they were in on the joke.

Understanding your customer  comes down even to the specific messaging. Baby Boomers, for example, value brands that make them feel understood, with price being a number one consideration. In contrast, Gen Z are attracted to brands that are loud and proud about their willingness to highlight and champion diversity.

With this year’s Super Bowl ads featuring less diversity than in recent years, advertisers might want to consider how to stop this backslide – not just to ensure greater representation, but also to better reach younger audiences.

TV isn’t everything – find your format

With a price tag of $7 million, it's no wonder many looked for alternatives to the traditional Super Bowl ad slot this year. After gaining a thorough understanding of their target audience, marketers should then be looking to create more cut through for less budget by carefully selecting the channels they utilise. With Gen Z in particular no longer impressed by Super Bowl commercials, a multi-channel approach is key to maximising the potential of large-scale sporting events.

While many were focussed on the great and the good in attendance at this year’s event, who wasn’t there was arguably even more interesting. The Big Four car manufacturers – Ford, General Motors, Chrysler parent Stellantis and Toyota – all decided to give this year’s event a miss. GoDaddy, who have made a splash in recent years, also passed. But that’s not to say they were absent from advertising around the event.

Brands have different options at their disposal to make an impact. Let’s take a look at some of the most effective: 

Social

With an astounding 95% of consumers admitting to watching TV with a phone in hand, social channels can be a fantastic way to grab consumers during the Super Bowl. Custom creative relating to in-game events or highly targeted messaging that chimes with your custom audience can ensure their attention is drawn to your ads – no matter how exciting the on-screen action. 

CTV

Audiences are increasingly turning to CTV to watch their favourite live sports. According to Nielsen Fan Insights, 80% of sports fans, 76% of NFL fans, and 89% of soccer fans watched sports on a streaming or online channel last year. While CTV’s rapid growth has left it with some fragmentation issues, it’s  increasingly becoming the place to reach sports fans.

Where CTV may give advertisers an advantage is in its flexibility and affordability. Its digital-first nature and targeting capabilities allow marketers to be more precise with their messaging, reaching their target audiences more effectively. Interactive elements, such as QR codes, bring these to life even more, creating a truly impressive ad experience for watchers. 

CPMs for live sport on CTV are also competitive and comparable to other premium CTV content – a far cry from the $7 million slot on linear.

Retail media

Successful sports  advertising means finding  fans wherever they are – not just during the game. Fast-moving consumer goods (FMCG) brands won big at this year’s event, with Popeyes, Drumstick, and Nerds just some of the brands committing to a Super Bowl ad slot for the first time. If these brands – or any FMCG brand – wants to keep their Super Bowl noise going, retail media networks can provide an answer.

These environments are rich in first-party data, offering brands the chance to directly reach their target audience in highly relevant environments. As more retailers enter this space, the opportunity will only grow further, while the increasing opportunities for off-site advertising make retail media networks the clutch player in an omnichannel approach.

As the dust settles on yet another incredible Super Bowl, many marketers will already be learning lessons from this year and looking ahead to next year’s extravaganza. Taking stock of your approach and identifying new ways to reach consumers will be vital to helping brands cut through – whether or not Taylor Swift is in attendance.

If you’d like to find out more about transforming your advertising approach, get in touch TripleLift.com