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The Super Bowl Continues
To Break Marketing Records

15/02/24

By:

Dan O'Connor

America's biggest sporting event turned marketing juggernaut just keeps growing.

Every year the Super Bowl leans further and further into becoming the mecca of marketing. It’s a battleground for brands, vying for consumer attention with high-octane commercials. This year saw advertisers dig deeper into their pockets, with the average 30-second ad slot costing a staggering $7 million, a million more than 2023. But did the gamble pay off?


Numbers Game:


The answer seems to be a resounding yes. Over 115 million viewers tuned in across broadcast and streaming platforms, exceeding expectations and providing brands with a massive audience. Social media engagement also boomed, with the top 10 ads generating an average of 3.2 million interactions, showing sustained interest beyond the game itself.


Standout Stats:


While all eyes were on the gridiron, analytics firms were busy dissecting the ad landscape. Pringles emerged as the champion of brand association, with their Mr. Pingle ad starring Chris Pratt scoring a remarkable 139 on Ipsos' Brand Linkage measure (average is 85-115). 


Meanwhile, Booking.com's celebrity-packed adventure garnered 32 million YouTube views within 24 hours, showcasing the power of star power and humor. However, it was Google Pixel's "Look Up" ad that resonated most deeply with viewers, scoring 67% positive sentiment on Twitter thanks to its heartwarming message about human connection.


Creative Strategies:


This year's advertisements showcased a diverse range of strategies. Uber Eats capitalized on meme culture with their David and Victoria Beckham ad, while Dunkin' Donuts went full 90s boy band with Ben Affleck leading the DunKings. Reese's Peanut Butter Cups took a playful approach, transforming their iconic candy into a miniature movie theater. Each ad aimed to capture attention through humor, nostalgia, or emotional connection.


Beyond the Buzz:


While virality and social media engagement are important metrics, brands also focused on building long-term brand association. Toyota Tacoma's "Dareful Handle" ad, for example, highlighted the truck's ruggedness, while Chase's "Small Business Stories" series celebrated entrepreneurship. These campaigns aimed to leave a lasting impression beyond the fleeting excitement of the game.


Affiliate Flash’s Take:


Super Bowl LVIII proved that despite the high cost, advertising remains a powerful tool for reaching a massive audience and generating engagement. This year's diverse strategies demonstrate the evolving landscape of advertising, where humor, celebrity power, and emotional storytelling continue to play crucial roles.


While it's still too early to measure the full impact of each campaign, one thing is clear: the battle for consumer attention on the Super Bowl stage is fiercer than ever, and brands are pulling out all the stops to grab a piece of the spotlight.


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