Surprisingly, the upcoming Super Bowl LVIII will feature a lineup of ads that deviate from the tech-focused ads that have dominated in recent years. Instead, viewers can expect a return to the traditional themes of entertainment and comedy in the highly anticipated event on February 11th when the Kansas City Chiefs take on the San Francisco 49ers.
Big names like BMW, DoorDash, Budweiser, State Farm, and Oreo have chosen to leverage the broader appeal of traditional Super Bowl ad themes, securing spots for the big game.
Super Bowl: Technology Extinction, Brand Sustainment
This change differs from the sporadic presence of emerging technology sectors such as cryptocurrencies and artificial intelligence over the past few years, with the exception of 2023.
The decision to move away from technology-focused advertising reflects not only the desire for entertainment, but also the rising costs associated with the Super Bowl. It’s estimated that companies can spend as much as $7 million to get just 30 seconds of attention-grabbing advertising.
Despite this massive investment, the traditional consumer brand remained unwavering, reserving a spot on one of the most-watched shows on American television.
Total crypto market cap at $1.607 trillion on the daily chart: TradingView.com
However, the instability of the cryptocurrency market has had a significant impact on the decision-making process of technology-focused companies. The aftermath of tumultuous events, including the FTX crash, has not only shaken investor confidence but also made advertisers more cautious.
This year’s lineup stands out for its lack of cryptocurrency ads, despite the notable presence of the cryptocurrency segment in previous Super Bowl commercials. This says a lot about the uncertainty in the industry right now.
Super Bowl Ad: Bright Tones Preferred
The shift to a lighter, more playful approach was supported by Paul Hardart, a clinical professor of marketing at New York University’s Stern School of Business. He believes advertisers will seek to move away from the severity and complexity that has characterized recent years.
The appeal of large audiences, heightened by the presence of A-list celebrities, has advertisers seeking to capture viewers’ attention through engaging, engaging programming that emphasizes humor and friendliness over specialized appeal.
As the Super Bowl approaches, anticipation is growing for the variety of commercials that will hit our screens during intermission. The absence of cryptocurrency and AI advertising marks a notable change to this year’s lineup, but it reflects a cautious approach from advertisers given the current landscape of the cryptocurrency industry.
Featured image from Adobe Stock, chart from TradingView