Moving on from the Crypto Bowl

The Kansas City Chiefs and Philadelphia Eagles may be squaring off in the Super Bowl final tomorrow, but for many brands, the real action starts when the game stops. 

Driving the news: Despite some last-minute scares, Fox is expected to rake in ~US$600 million after selling out of its Super Bowl advertising slots. The average cost of a 30-second spot was pegged at US$6.5 million, and some ended up going for over $7 million. 

Why it matters: The Super Bowl remains the year’s biggest marketing event. Think of it as a State of the Union for the consumer economy, showing over 200 million global viewers the trends and products that companies think we’ll want to spend money on in 2023. 

Depending on your service provider, Canadians might have to catch these ads hunched over a laptop after the final whistle, but here’s what you can expect to see this year:

  • Booze: Brands like Crown Royal, Rémy Martin, and Heineken will air ads for the first time in over 30 years after Anheuser-Busch (the manufacturer of Budweiser and Michelob Ultra) relinquished its exclusive rights to alcoholic Super Bowl ads.
     
  • Jesus: A Christian non-profit dropped US$20 million on ads as part of “He Gets Us”, a campaign which looks to reintroduce JC to those who are spiritually open, but skeptical—across North America, people with religious affiliations are on the decline.
     
  • Betting: DraftKings will pair up with Molson to let viewers earn money by making bets on the contents of the commercial, and FanDuel will run a live commercial where Rob Gronkowski attempts a field goal to win bettors a share of US$10 million.

There’s also non-TV ads. Brands are increasingly releasing their ads well in advance to ensure maximum exposure, while some eschew the big game entirely in favour of TikTok.

And here’s one thing you won’t see: Crypto. Last year’s Super Bowl was dubbed the Crypto Bowl because of how many (way too many) crypto ads flooded the airwaves. After the sector’s meltdown last year, companies no longer have the cash to splash on flashy ads.