25 Super Bowl 2023 Advertisers
The article highlights soaring Super Bowl 2023 ticket prices, Rihanna headlining the Apple Music Halftime Show, and details 25 top advertisers including Booking.com, which is significantly increasing its ad spend with a sweepstakes campaign targeting Millennial and Gen-X parents through national TV and digital channels, reflecting a rebound in travel marketing post-pandemic.
While the teams for this year's Super Bowl are still unknown, ticket prices are soaring, with the cheapest seats on the secondary market listed at over $5,000 and some tickets selling for up to $35,000. Rihanna will headline the inaugural Apple Music Super Bowl Halftime Show. However, for many, the commercials remain the highlight of the event. Some advertisers, such as Michelob Ultra and Doritos, have already released teasers and even full versions of their ads.
Winmo has compiled a list of 25 top marketing professionals advertising in this year’s Super Bowl, featuring both new and returning brands. Below are insights into three of these brands:
Booking.com launches sweepstakes as spending increases significantly
Booking.com is running a new experiential initiative, offering a sweepstakes winner a sustainable weekend getaway. After a one-time guest stay, Booking.com will donate to provide park rangers and firefighters with supplemental housing. The brand is expected to launch additional sweepstakes and continue increasing its ad spend.
Booking.com targets demographic:
- Parents seeking family vacation options
- Primarily Millennials and Gen-X via national TV
- Secondarily Gen-Z via digital channels such as paid social
Broadcast insights:
- 2022 spend: Approximately $50.8 million on national TV commercials, a significant increase from $1,600 in 2021.
- 2021 spend: Around $1,600, down from $16.9 million in 2020. The low 2021 spend aligns with reduced travel during the pandemic. Booking.com did not utilize this channel after the lockdown started at the end of Q1 2020. Spending is expected to continue increasing as travel activity rises.
- 2022 ad programming: Targeted Gen-X viewers of shows like Law & Order: Special Victims Unit, Chicago Fire, NCIS, Friends, and Jesse Watters Primetime.
Agency insights:
- Booking Holdings, Booking.com’s parent company, may require additional brand-specific support as Booking.com continues its post-Covid comeback. All agency partners are headquartered in New York.
- Current agency roster: Anomaly (creative AOR); Mindshare (media agency partner); H&S Communications (PR agency partner)
FanDuel to air first Super Bowl ad in 2023
FanDuel will air its first-ever Super Bowl ad in 2023, indicating an increase in ad spend throughout the year. The company is likely to experiment with new ad channels and seek additional agency assistance.
FanDuel’s target demographic: Male Gen-Z and millennial sports fans
Broadcast insights:
- 2022 spend: Nearly $122.5 million on national TV ads
- 2021 spend: Increased from $19.1 million in 2020 to $61.4 million in 2021
- 2022 ad programming: Ads placed during NFL Football, NBA Basketball, FOX NFL Sunday, MLB Baseball, and College Football
Agency analysis:
- Opportunities may exist for digital, PR, social media, or experiential work.
- Current roster: Wieden + Kennedy (creative AOR); Ad Results Media (media AOR); Mischief @ No Fixed Address (creative AOR)
Kia launches campaign supporting the 2023 EV6 GT
Kia is promoting the 2023 all-electric EV6 GT with a campaign led by creative AOR David&Goliath. The campaign features a 30-second broadcast TV spot called “Silence is Powerful” starring professional driver Kris Martin, who will also appear in a video series called “Sign Language Shorts.” The campaign will be supported on TikTok, paid digital, and print ads. Kia is expected to increase ad spending and invest in new channels like TikTok.
Kia’s target demographic: Gen-X and millennial men
Broadcast insights:
- 2022 spend: About $127.5 million on national TV ads, similar to $126.9 million in 2021
- 2021 spend: Increased by 35% from $105.8 million in 2020 to $143.1 million in 2021
- 2022 ad programming: Ads placed during NBA Basketball, NFL Football, 74th Emmy Awards, The Big Bang Theory, and MLB Baseball
Current agency roster: David&Goliath (creative AOR); Canvas Worldwide (digital and media planning AOR); Innocean (media and experiential AOR); Zeno Group (PR)
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