As Super Bowl LVIII approaches, it is expected that the commercials will take a more traditional approach, without featuring advertisements for cryptocurrency or artificial intelligence. The highly anticipated event will see the Kansas City Chiefs face off against the San Francisco 49ers on February 11, drawing in millions of viewers.
In recent years, the Super Bowl has been dominated by tech-focused ads, but this year, companies such as BMW, Budweiser, State Farm, Oreo, DoorDash, and Hellman’s Mayonnaise have opted for more traditional themes in order to appeal to a wider audience.
This shift follows years of Super Bowl commercial breaks being dotted with ads from emerging technology sectors, particularly cryptocurrency and artificial intelligence platforms.
The cost for a 30-second ad during the Super Bowl has skyrocketed, with estimates suggesting that companies may have to spend up to $7 million for their spot in the limelight. Despite this hefty investment, traditional consumer brands continue to reserve their slot in one of the most-watched programs on American television. However, for newer tech-oriented firms, especially in the volatile cryptocurrency market, this high cost has impacted their decision-making.
This year’s lineup without cryptocurrency ads is particularly noticeable, as the sector has had a strong presence in previous Super Bowls. In the past, ads from companies like FTX, eToro, Crypto.com, and Coinbase have been a milestone for the crypto industry, showing its readiness to enter the mainstream market. However, recent chaotic events in the crypto world, including FTX’s crash, have decreased investor confidence and made advertisers more cautious. As a result, brands are hesitant to promote crypto-based messages during high-profile events like the Super Bowl, highlighting the current uncertainty in the industry.
The shift away from tech-heavy ads has led to a focus on funny, entertaining, and light-hearted themes in this year’s Super Bowl commercials. This approach is supported by the opinion of Paul Hardart, a marketing professor at New York University, who believes that advertisers may want to offer a break from the more serious and complicated subjects of recent years.
In addition to this, the presence of A-list celebrities, such as Taylor Swift, adds to the appeal of reaching a large audience through entertaining and appealing programming, rather than using more specialized appeals for tech innovations.
In conclusion, this year’s Super Bowl commercials will be more traditional and focused on entertainment rather than tech-focused. The decision to move away from showcasing cryptocurrency and artificial intelligence in these ads speaks to the current uncertainty and volatility in the industry.
