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The Super Bowl LIX halftime show, which will be headlined by Kendrick Lamar, is sponsored for a third consecutive year by Apple Music following a decade-long run by Pepsi. Super Bowl LIX will be played at Caesars Superdome in New Orleans. Marketing Dive will update this tracker with all of the brand announcements in the lead-up to the big game. Check back here often to see the latest entries and news from the Super Bowl front. Turn 2024 Marketing Challenges Into 2025 Wins Wednesday, February 5, 2024; From food festivities to social good–motivated events, a variety of brands are leaning into the experiential marketing boom and taking their efforts to the ground. “Our target is to have a bigger event than the Super Bowl,” Nick Kelly, head of partnerships at Verizon, told Marketing Brew. “Super Bowl is at 70-some-thousand. The Super Bowl showcases creativity and boldness, but it also underscores the importance of effectiveness. The key to successful Super Bowl advertising lies in resonating deeply with consumers. For marketers looking to connect with fans—whether the 125,000 expected to attend this week’s roster of fan events in Las Vegas or the 100 million tuning in on television—the Super Bowl is Discover Super Bowl advertising news, insights, and analysis from marketing industry experts. Find articles about the latest Super Bowl ad campaigns. Official Super Bowl advertisers also compete with Super Bowl-jackers, companies that aren’t in the game but still in the marketing around it. For instance, on Tuesday, Kia announced it is The Super Bowl stands alone as a mass-marketing opportunity on television. A decade ago, the average cost of a 30-second spot was $4 million; a decade before that, it was $2.4 million. Every Super Bowl brings new marketing innovations, and this year promises to push boundaries even further. Expect a shift from passive viewing to real-time engagement, with ads designed to adapt to live data and fan interaction, turning audiences into active participants. Economic woes have weighed on media budgets in recent months, but that hasn’t dampened marketing excitement for Super Bowl LVII. Fox had already sold the lion’s share of its ad inventory by early September, with 30-second spots for the Feb. 12 broadcast reportedly going for a record $7 million. The spot will air during the Super Bowl pre-game show on Fox. In addition, Starbucks will give out free coffee to rewards members on the Monday after the Super Bowl, promoting the effort with a 15-second ad that will air during the Super Bowl post-game show. Instacart’s Super Bowl commercial gets by with a little help from some friends.. To stand out during Fox’s February 9 telecast of Super Bowl LIX, executives from the delivery service reached Promoted on Instagram and TikTok, the automaker’s Kia Squares effort looks to engage big game viewers beyond the duration of a traditional ad. Kia is just one of a growing number of perennial Super Bowl advertisers to opt out of purchasing a national presence during the big game to instead invest Modern measurement demands a more nuanced approach. A 2023 post-game Kantar study found a Super Bowl ad is 20-times more effective than a traditional TV ad “when it comes to driving brand perceptions." But that is not all: Strong Super Bowl ads “receive three times the ROI of 'Average' Super Bowl ads and drive 40% higher ad recall.” Dive Insight: Super Bowl ads represent a pricey gamble, as 30 seconds of air time is reportedly topping $8 million around the Fox broadcast this year.Dreyer’s-owned Häagen-Dazs, a first-time big game advertiser, appears to be heading into the sports marketing bonanza with positive buzz fueled by Hollywood star wattage and teasers that stoked fan intrigue. Are you a print subscriber? Activate your account. By Ad Age Studio 30 - 4 hours 30 min ago By Ad Age Staff - 4 hours 55 min ago By Tim Nudd - 5 hours 20 min ago By Brandon Doerrer - 6 hours 17 Through the spot, the PepsiCo brand, which is making its second Super Bowl appearance in as many years and its ninth commercial in the game since 2000, is aiming to strike the delicate balance of evoking nostalgia while also appealing to Gen Z, according to Mark Kirkham, a longtime PepsiCo exec who now oversees marketing for the company’s Sports Marketing Inside PepsiCo’s Super Bowl marketing playbook. While the game is “one of the only times a year people are really engaging with advertising,” an exec said, the company’s namesake brand doesn’t always get the broadcast treatment. Understanding the Super Bowl Marketing Strategy. In today’s competitive landscape, a well-defined Super Bowl Marketing Strategy is essential for brands hoping to capitalize on the unique cultural phenomenon surrounding the event. To engage audiences effectively, brands must weave together storytelling, emotional resonance, and memorable branding.
Articles and news, personal stories, interviews with experts.
Photos from events, contest for the best costume, videos from master classes.
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