SUPER BOWL ADS SHOW STORYTELLING DECLINE

7. 2. 2024 | 1 min read Narrative-focused ads may provide better results for brands advertising during the Super Bowl, yet in recent years, that emphasis has declined in favor of a focus on celebrities and humor – according to recent research from iSpot.

72% OF SUPER BOWL COMMERCIALS USE HUMOUR OR JOKES

6. 2. 2024 | 1 min read iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, "funny" ads have become the norm at this point – especially this past year, when 72% of Big Game ads scored for humor.

BRAND CHARACTERS BEAT CELEBRITIES IN SUPER BOWL ADS

30. 1. 2024 | 3 min read A new study shows that brand characters out-perform celebrities in Super Bowl ads, though few brands use that approach.

TV ADVERTISING IN THE USA: HUMOUR, CELEBRITIES AND THE SUPER BOWL

4. 7. 2023 | 9 min read Nearly 124 million TV households, more than 14,000 advertising agencies, tens of billions of dollars invested in broadcast advertising, and the Super Bowl as a gold mine for TV spots. The USA just thinks big. Let us take a look at TV advertising in the United States in the past and today. Do you know what works for american viewers?

THE BIGGEST STAR OF SUPER BOWL LVII COMMERCIALS? NOSTALGIA.

21. 2. 2023 | 4 min read Although a range of companies are advertising their wares during Super Bowl LVII, a common theme runs through many of the spots: nostalgia.

SUPER BOWL 2023 COMMERCIALS: HERE ARE THE WINNERS AND LOSERS

13. 2. 2023 | 4 min read The Kansas City Chiefs weren't the only winners at this year's Super Bowl, with several advertisers scoring top ratings for their commercials during Sunday night's game.

SUPER BOWL HAS ONCE AGAIN RULED WITH ITS ADVERTISING

12. 2. 2023 | 4 min read Once again, brands didn’t skimp on spots for the year’s advertising show. Check out a selection of the best. The Super Bowl is perhaps the one TV event to which, in the eyes of viewers, commercials simply belong. Brand have a chance to reach not only the more than 100 million viewers who watch the broadcast on TV, but also people around the world who watch the best commercials even after the NFL finals. For this reason, sponsors do not hesitate to dig deep into their pockets. The 30-second space alone was sold by Fox for around seven million dollars. But they don't skimp on the creativity with which they try to stand out either. What are they betting on? MOVIES RETURN Frito-Lay's (PepsiCo) PopCorners chips made the return of Breaking Bad in its premiere during the Super Bowl. In the spot, the original starring cast members offer "their creation" so faithfully that one feels one could develop an addiction to the snack. The directorial baton, held by Vince Gilligan, the show's creator, also plays a part.

5 TRENDS TO WATCH AT THE 2023 SUPER BOWL

9. 2. 2023 | 4 min read Beer, betting and big brands—top trends to watch that could define Super Bowl LVII.

SUPER BOWL COMMERCIALS—WHAT THE PUBLIC WANTS AND DOESN’T WANT IN THE ADS

8. 2. 2023 | 4 min read Bad news for Rihanna: Her halftime show in Sunday’s Super Bowl is only the third-most anticipated part of the festivities.

THE ECONOMIC CRISIS HAS NOT AFFECTED SUPER BOWL ADVERTISING

3. 2. 2023 | 5 min read The SUPER BOWL, the final playoff game of the national football league, is approaching together with the advertising event of the year. Tough economic times seem to have no effect on the big game.

THE SUPER BOWL PHENOMENON AND HOW THE SPORTING EVENT OF THE YEAR ELEVATED TELEVISION ADVERTISING TO A PRESTIGIOUS DISCIPLINE

1. 2. 2023 | 19 min read In just a few day, nearly 100 million Americans will be in front of their TV screens. The Super Bowl finals are just around the corner. However, it’s not a purely sporting event, as it might seem. The eyes of marketing experts from all over the world will be on the State Farm Stadium in Glendale, Arizona, watching closely the commercials that are regularly broadcast during half-time. It’s practically the most expensive advertising slot ever, and it’s here that marketing trends are set for years to come. How is it possible that the Super Bowl is such a phenomenon? And how does it help form the current shape of what we consider to be truly quality television advertising? THE PURE ESSENCE OF AMERICA For Czechs, the whole concept of the Super Bowl may seem almost exotic, as we are not exactly used to such sporting events in this country. In a local context, the finals of the Czech First League, the top Czech competition, should function exactly like the Super Bowl. However, nothing like this is happening, we do not celebrate this event so massively. So how is the Super Bowl different? The answer may lie in the fact that the playoffs themselves are much less related to American football than it might seem to an outsider at first glance.

ABOUT THREE-QUARTERS OF PEOPLE WHO PLAN TO WATCH THE SUPER BOWL SAID THEY’RE EXCITED FOR THE ADS, RESEARCH SAYS

30. 1. 2023 | 3 min read A survey of 1,050 US adults recently conducted by Marketing Brew and Harris Poll suggests that viewership could be on track to continue an upward trajectory (last year, the game drew an average of 112 million viewers, a five-year high). What’s more, it found that potential viewers are almost as excited for the ads as they are for the game itself.

CREATIVITY IN ADS MATTERS MORE THAN EVER

24. 5. 2022 | 4 min read Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse.

TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES

9. 4. 2022 | 11 min read In 1990s, TV advertising had to deal with the arrival of new video formats. It is no coincidence that new ads began to appear at the same time, building primarily on the growing popularity of digital technology. Unsurprisingly, they were dominated by the internet that was increasingly popular among users. Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer. First, it is not true. Second, TV has adjusted to the rapidly changing environment. So what is the position of classic TV advertising in the changing environment?

CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

14. 3. 2022 | 5 min read Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions

ARE QR CODES THE KEY TO SHOPPABLE TV?

7. 3. 2022 | 2 min read Connecting the dots between TV ad impressions and sales is a mix of art and science that has long defined the ad-tech industry. But the recent Coinbase Super Bowl spot displayed the potential for QR codes to effectively bridge the cause-and-effect divide.

TOP SUPER BOWL ADS: 2016-2021

13. 2. 2022 | 2 min read Nothing says Super Bowl like telling people to zip it because there's finally a break in the game

SUPER BOWL 2022: THE TECH BEHIND THE BIG GAME COMMERCIALS

10. 2. 2022 | 5 min read This year, AI will be featured in several advertising and marketing efforts at the Super Bowl