Key takeaways:
- Advertisers paid as much as $7 million for a 30-second spot during the game.
- Ads featured a mix of familiar celebrity faces, light humor, and plenty of cuddly dogs.
- Companies sought to bring a sense of comfort and joy to viewers.
This year’s Super Bowl was a unique one, as advertisers sought to bring a sense of comfort and joy to viewers during a time of global pandemic and economic uncertainty. Companies paid as much as $7 million for a 30-second spot during the game, and the ads featured a mix of familiar celebrity faces, light humor, and plenty of cuddly dogs.
Charles Taylor, marketing professor at Villanova University, noted that this year’s ads took a very light touch and focused on being fun and making the viewer feel good. This was a stark contrast to last year’s “Crypto Bowl,” which featured a number of cryptocurrency companies.
The 2023 Super Bowl between the Philadelphia Eagles and the Kansas City Chiefs in Arizona drew tens of millions of viewers, and brands clamored to get their spots on the coveted stage. Most of the ads followed a clear formula of combining A-list celebrities with humor, with some using nostalgia and/or music to good effect.
The Super Bowl is one of the most watched events of the year, and advertisers are always looking for ways to reach the more than 100 million viewers. This year, companies sought to bring a sense of comfort and joy to viewers, and the ads featured a mix of familiar faces, light humor, and plenty of cuddly dogs.
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