Super Bowl Marketing: 3 trends ahead of the big game

Over the past few weeks brands have released teasers, trailers and full commercials ahead of Sunday’s big game.

With a 30-second airtime spot selling for $7 million dollars, each second costs a brand $225,000. Advertisers recognise the immense opportunity to captivate audiences on a massive scale during this event.

In this blog, we’re going to explore a few common themes and trends that have been consistent across 2024 Super Bowl ads.

The Power of Playfulness

Comedy and humour has always been a huge part of Ad Bowl Marketing. If you’re spending millions on an ad space, you want to entertain your audience. Leveraging comedy can be a prevalent and effective strategy in Super Bowl advertising.

Firstly, you have the entertainment value. Viewers tune in not only for the game but also for the entertainment. Super Bowl commercials have become as much of the event as the game itself. By having ads that are playful and fun, this allows brands to stand out.

Secondly, when the final whistle is blown and the stadium is empty, you want viewers to leave remembering your commercial. Humorous ads have a better chance of being remembered and shared than humorous ads. Funny commercials and those that make you laugh tend to generate buzz, discussions and social media share, thus extending reach far beyond the 30 second ad spot.

Lastly is the audience connection. By using comedy in your ad you’re showcasing positive emotions which allows advertisers to build a deeper connection with their consumers, foster brand loyalty and positive associations.

Fast Fame & Internet Culture

Another trend that has been common amongst this year’s Super Bowl ads is the use of fast fame and internet culture. Celebrities have become synonymous with the Super Bowl. As it’s the biggest sporting event of the year in America, over time more celebrities have took part in the commercials.  

Many argue whether the use of celebrities makes a Super Bowl commercial more effective? The first thing they do is attract more attention to the brand. Their presence in Super Bowl commercials or related promotions helps advertisers cut through the noise of other ads and grab the audience’s attention more effectively. 

Secondly, they enhance the brand’s image. Associating a celebrity with a brand can elevate its image and credibility. Celebrities often embody certain qualities or characteristics that advertisers want to align with their products or services. 

By featuring a celebrity in their Super Bowl ads, advertisers can leverage the star’s persona to enhance the brand’s appeal and perception among consumers.

Sentimental Storytelling

Moving away from celebrities and cultural moments, some advertisers have opted for a more sentimental approach this year.

Sentimental storytelling is a great strategy because it creates an emotional connection, allowing a brand to connect with their audience on a deeper level. By creating narratives that resonate with viewers’ experiences, values, and aspirations, advertisers can tap into powerful emotions such as joy, nostalgia, empathy or inspiration. 

These emotional connections not only enhance brand likability but also increase the likelihood of viewers remembering and engaging with the commercial long after the game ends.

A second reason is long term brand building. Sentimental storytelling is not just about creating a momentary impact during the Super Bowl; it’s also about building long-term brand equity and resonance. 

Brands that consistently deliver authentic and emotionally resonant stories over time can establish a strong emotional connection with consumers. 

In conclusion, there’s a lot of pressure on advertisers to gain consumer attention, tap into emotion, build on brand connection and make every second of their ad effective in front of +110 million eyes.

But in today’s article we’ve explored three common themes brands are leaning into this year to make their ad effective.

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