He Super Bowl it is much more than the final of American football. With an impressive commercial criteria, the NFL harnesses every definition of America’s most popular sport to build a formidable business that is the envy of any sports industry. Because a single game defines the champion, unlike other professional sports in the country, close to 110 million Americans watch it and that number exceeds 200 million worldwide. With that audience level, the league cashes in every second of a broadcast that lasts at least four hours while companies take the opportunity to showcase their creativity and new products. Paying fortunes, of course.
The most expensive and funniest TV commercials that will air in the US during Super Bowl LVII
The Super Bowl is the most important TV slot for the advertising industry. Sellers fight to get their products in front of the more than 100 million people who look at them every year
The highest moment in the rating is halftime despite the fact that the game is not played. At that time, the long-awaited musical show takes place, always with a (one) singer or a top band worldwide -in this case, it had Rihanna on her return to the stage after six years-, and the other vedette of the night , the advertising commercials, which in this edition were around 7 million dollars for 30 seconds, costing 233,000 per second of air.
It’s time for creatives to shine and top brands to launch a product campaign. It’s been going on for decades. Just remember that, in 1984, Steve Jobs used the SB to present the launch of the first computer Apple.
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There are advertisements that have remained in the collective memory and this edition was no exception, especially with the Frito Lays Popcorners, which was at the event for the first time with an advertisement that called for the return of Breaking Bad with the performance of the three main actors: who play the popular Walter White, Jessee Pinkman and Tuco Salamancathe spicy drug dealer who negotiates with both in the mythical series. Ozzy Osbourne He was also featured as an office worker in a commercial for workforce management software company Workday.
Pepsi bet big looking Steve Martin y Ben Stiller showing his acting skills in a product with a supposedly improved flavor, Ben Affleck appeared in Dunkin Donuts, Serena Williams surprised in an advertisement for Michelob Ultra beer and even Sylvester Stallone appeared in a Paramount spot. The M&M’s rcon also returned Maya RudolphPringles followed for the sixth year in a row, Hellmann’s was for the third edition in a row and Kia It was the only company in the automotive sector with a presence. And behold, there was much more.
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In the most important game of the season for the National Football League (NFL), you can see top leaders of American sports, singers, actors, and athletes from other disciplines at State Farm Stadium, in the city of Phoenix, Arizona.
The evolution of costs has been exponential in recent times, except during the 2008 crisis. In 2002 each 30-second ad was worth two million, 12 years ago it was at 3.5 million and seven in five years ago. Now it has risen to seven, always for that period of time, although there are longer and more expensive ones during a transmission time that, for advertising, reaches up to 50 minutes. Last year 680 million were raised in total and now a new record is expected, when the final figures are announced.
If each commercial is so expensive, it better be worth it, it’s a maximum. That is the philosophy of the companies and that is why they hire stars who can influence the consumer. The payout for an A-list celebrity is estimated to be at least $1 million per commercial. In the most relevant ads Britney Spears, Kate Upton, Adriana Lima, Victoria’s Secret Angels and Behati Prinsloo have appeared. After appearing on the Super Bowl broadcast, the spots are uploaded to platforms like YouTube, where they continue to rack up views. An example is the one starring Nicole Kidman for Channel No. 5, which cost 33 million dollars and now has 1,900,000 views.
This Super Bowl was different from the past in one area. The previous one was the presentation party of the world of cryptocurrencies. Fashion companies made bold launches and shelled out millions of dollars on ads that encouraged viewers not to be afraid of this new digital investment, but this will not be the case again in 2023. In the year since those ads packed with celebrities the entire crypto industry has been rocked by a collapse in digital asset values. Bankruptcies began to pile up over the summer. Of the four companies that announced themselves at last Superbowl, one (FTX) completely collapsed and the others (Coinbase, Crypto.com and eToro) are struggling to survive. Shares of Coinbase, the only publicly traded company in the group, have fallen more than 60% since its “floating QR code” ad was one of the most talked about ads.
In recent years, the presentation of trailers for movies and series has also become a custom.: happened with Wandavision, Black Widow, Top Gun Maverick or Godzilla vs. Godzilla. Kong, among others. The 2023 was no exception. Con Guardians of the Galaxy Volume 3, The Flash, Fast X, Ant-Man and the Wasp: Quantumania, The Little Mermaid, Elemental, Scream VI, Dungeons and Dragons: Honor Among Thieves, Transformers: Rise of the Beasts, Creed III; John Wick: Chapter 4; Indiana Jones and the Dial of Destiny and Cocaine Bear had their moment of fame.
Last year, Doctor Strange in the Multiverse of Madness it was the most viewed ad on social media in the 24 hours after the end of the Super Bowl with 93 million views. When the film opened, it grossed $187.4 million, the biggest opening at the box office in both the United States and Canada, and was the year’s third-highest in calendar-year grosses at $411 million, behind Top Gun: Maverick and Black. Panther: Wakanda Forever.
This was the other side of the Super Bowl, the one that collects more than anyone and the one that they expect a lot. Of course, because this final is much more than a game. It is art, creativity and, above all, business.
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