After difficult years marked by politics and the pandemic, advertising prepares a grandiose comeback for the Super Bowl on Sunday that includes the return of big brands and celebrities, with which he seeks to show that the United States is rising.
At an average of 6.5 million dollars per half minute, according to several American media, the NBC network that broadcasts this final of the American professional soccer league (NFL) could reach a turnover of more than 500,000 million dollars.
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After last year’s drop, ad prices have risen an average of 18% this year, an excellent sign of the appetite for this monument of American sport.
“The Super Bowl is a unique advertising arena because it can reach 100 million people,” recalls Charles Taylor, a marketing professor at Villanova University.
By comparison, the most-watched non-sports televised show in the US in 2021 was Harry and Meghan’s interview, with 21 million viewers. Despite the streaming revolution, advertising is usually absent from its platforms.
Several brands that years ago had put aside the Super Bowl, such as Gillette razors (16 years) or Lay’s potato chips (17 years), decided to return. Car manufacturers such as Nissan, Kia or BMW are also making a comeback, as well as the digital travel agencies Booking.com, Expedia or the vacation home rental portal Vrbo.
light focus
“It is a vote of confidence for 2022, the year of the return of travel,” explains the president of Expedia (of which Vrbo is a subsidiary), Jon Gieselman, in a statement sent to AFP.
After a political 2020, with ads bought above all by the US presidential hopefuls, Donad Trump and Michael Bloomberg, 2021 was even more marked by the pandemic, reflecting the state of mind of the country, between the virus and a convalescing economy.
For the first time in 37 years, the Budweiser brewery skipped the event, preferring to allocate its budget to promote the vaccination campaign against covid-19. Coca-Cola and Pepsi were also absent.
After two years of covid-19, “our goal is to highlight the perseverance and determination of the country and show that by coming together, we can move forward,” said Daniel Blake, vice president of Budweiser.
More than the serious tone of “Bud”, with a clip of an injured horse that miraculously recovers, this year the brewery is betting on relaxation.
“The country and the world have just been through a very difficult period … the time is right for a light approach,” says Charles Taylor. “This year you will not see (in the ads) people with masks or conversations about the virus or political speeches,” anticipates Tim Calkins, a marketing professor at Northwestern University.
The ads already unveiled show an Arnold Schwarzenegger as Zeus, or actor Zac Efron as a hairy fisherman chased by a sea monster.
“No one comments on the commercials that run during ‘Le Bachelor,'” says Tim Calkins. “But the Super Bowl, it’s different. The level of attention is unbelievable, it’s easy to get lost. So this year, the ads are playing it safe.”
Some brands have seen their notoriety grow by 24 percent thanks to a 30-second ad in the Super Bowl, according to the Kantar agency.
In addition to the faithful, the start-ups are looking to capture a little light in this grand finale between the Los Angeles Rams and the Cincinnati Bengals. About 40% of advertisers will be newbies, including cryptocurrencies, electric vehicles and sports betting platforms, three sectors of the US economy with wind in their favor.
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AFP
Advertising may have migrated to the internet, with its personalized approach to each consumer, but nothing replaces the
Super
Bowl. “You can buy space on Facebook and know exactly who is going to play, where Internet users are going to go,” says Tim Calkins, “but advertising during the
Super
Bowl, is something else. A brand is built
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