When the dust settled on Super Bowl LIV, the Kansas City Chiefs were crowned champions over the San Francisco 49ers, by a score of 31-20. But beyond the action on the field, there was plenty happening on-screen during the commercials.
According to our always-on TV ad measurement and attribution platform, 55 advertisers generated $476 million in ad revenue for Fox. In total, there were 60 national ad spots, plus 25 promos — resulting in 59.9 minutes of national ad time. Gameday spots also generated 1.06 million social interactions a social reach of 8.2 billion
Automakers Had a Big Game
Auto ads won the game, with 28% of digital share of voice related to the industry’s Super Bowl spots from brands like Jeep, GMC, Hyundai, and others. With its “Groundhog Day”-themed ad, Jeep owned digital share of voice at over 14%, followed by Facebook (7.7%), GMC (6.3%), Disney+ (5.3%) and Google (3.7%).
Many brands integrated throwbacks or elements to invoke nostalgia in their ads. Jeep wasn’t the only one using a classic film, either. Mountain Dew’s spot used iconic moments from “The Shining,” with Bryan Cranston playing Jack Torrance. Discover Card and Walmart incorporated clips and characters from famous flicks in their ads, a spot from Avocados from Mexico starred Molly Ringwald of Brat Pack fame, and Bill Nye (the Science Guy) appeared in SodaStream’s ad.
Diversity and inclusion were also key themes: Olay’s spot “Make Space for Women” featured an all-star female cast including Taraji P. Henson, Lilly Singh, Katie Couric, Busy Phillips and Nicole Stott. Microsoft’s ad for the Surface put a spotlight on San Francisco 49ers offensive assistant coach Katie Sowers, who is not only the first female coach to go to the Super Bowl, but also the first openly LGBTQ+ coach. Jonathan Van Ness from Netflix’s “Queer Eye” starred in a commercial for Pop Tarts, while drag queens Kim Chi and Miz Cracker appeared alongside other celebrities and influencers in an ad for Sabra Hummus.
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