{"id":16652,"date":"2023-01-31T15:09:07","date_gmt":"2023-01-31T23:09:07","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=16652"},"modified":"2025-06-02T14:13:42","modified_gmt":"2025-06-02T21:13:42","slug":"super-bowl-archives-funniest-financial-industry-ads","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/super-bowl-archives-funniest-financial-industry-ads\/","title":{"rendered":"Super Bowl Archives: The Funniest Financial Industry Ads"},"content":{"rendered":"\n
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iSpot\u2019s Ace Metrix Creative Assessment<\/a> video ad testing has been gauging consumer response to Super Bowl ads* for 13 years and counting. With so many different goals in mind for brands, evaluating Super Bowl ad success cannot be limited to a single measure or ranking. That\u2019s not to say Creative Assessment data doesn\u2019t correlate with other viewer-driven measures of success (it does). But general population viewers may also disagree with pundits and other industry experts:<\/p>\n<\/div>\n\n\n\n

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We’re venturing into iSpot\u2019s Super Bowl Creative Effectiveness archives in the weeks leading up to the Big Game, to bring you a range of insights on trends, spotlight ads, and viewer response. While last week we broke into the celebrity<\/a> craze, this week we review some interesting ways financial brands have shown up on gameday. <\/p>\n\n\n\n

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Financial Brands\u2019 Super Bowl Ad Investments Are on the Rise<\/strong><\/p>\n\n\n\n

It\u2019s not surprising that financial brands have historically shied away from the Super Bowl stage since the industry doesn\u2019t have as broad an appeal as others, such as snack and candy brands. However, aided in part by the crypto craze of last year, the Super Bowl saw a sharp influx of ads from financial brands in 2022 \u2013 and 2021 \u2013 accounting for 12-15% of total ad minutes.  <\/p>\n\n\n\n

Established brands like TurboTax, Rocket Mortgage, and E*Trade have been regular Big Game advertisers in most of the previous five years (and even before then). Meanwhile, rising consumer-facing fintech brands Robinhood, Klarna, Greenlight, and eToro also entered the game in 2021 and 2022, seeking the broad awareness opportunity proffered by Super Bowl Sunday.<\/p>\n\n\n\n

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Are Finances Funny?<\/strong><\/p>\n\n\n\n

Most of us take our finances seriously, so going for laughs can be risky for these brands, but on Super Bowl Sunday? You bet your bottom dollar they can be funny! In fact, 50% of the most Likeable financial ads of the past five Super Bowls utilized humor to win over viewers.<\/p>\n\n\n\n

But getting the humor just right can be tricky. Since 2010, funny financial ads were clearly more Likeable than those that took a more serious approach, but earned only slightly higher overall resonance (as measured by the Ace Score*).<\/p>\n\n\n

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Rocket Mortgage has clearly found a way to blend levity with finances, holding three of the funniest financial industry Super Bowl spots from 2018-2022. E*Trade took second place while crypto brand FTX grabbed fourth. Expecting to air its tenth consecutive spot in Super Bowl LVII, TurboTax has not yet broken into the top five bracket. The software company has historically used unusual humor that is a little less universal (monsters under the bed<\/a>, anyone?).<\/p>\n\n\n\n

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