The Super Bowl isn’t just a game; it’s a cultural phenomenon. Millions tune in not only for the action but also for the highly anticipated commercials. These 30-second snippets have become advertising masterpieces (not you Temu!) showcasing creativity, humour, and celebrity power. But they also come at a cost! Last night’s match was a spectacle, in all senses of the word. Today, we’ll check out how much was spent on the ads and how these brands are doing in the financial markets. Let’s play ball!
How much does a Super Bowl ad cost?
The average cost of a Super Bowl ad slot in 2024 reached an incredible $7 million, a testament to the massive audience it reaches. But brands see it as an investment, not just an expense. Studies show that successful Super Bowl ads can generate significant ROI, boosting brand awareness, engagement, and sales.
Average cost of a Superbowl ad, 2002–2024
Looking back, some commercials have transcended advertising, becoming iconic pop culture moments. Apple’s dystopian “1984” ad launched the Macintosh computer, while Coca-Cola’s heart-warming “Mean Joe Greene” solidified its brand image.
These examples highlight the potential of a Super Bowl ad to shape perceptions of a brand and help etch them into collective memory.
Some Super Bowl Favourites
Now, let’s review some of our favourite ads from this year and give a quick overview of the company behind them.
David and Victoria Beckham Forget, UberEats
As you probably know, UberEats is a subsidiary of Uber, the ride-share and delivery platform valued at over $42 billion. With fierce competition in the food delivery market, UberEats needs to stand out and it has done so with this year’s David and Victoria Forget ad.
The ad features the star duo, but centres around Victoria forgetting exactly what the Super Bowl is. It plays on the famous interview with the paid aired on Netflix. This ad’s success, garnering over 3 million views on YouTube in its first week, shows its power to boost brand awareness.
Uber Technologies shares, 1-year
Current share price: 70.91 USD
12-month performance: +37.47 USD (112.05%)
Uber has had a great year, with its share price jumping 112% since the beginning of 2023. YoY, Uber grew its revenues 16.95% from 31.88bn to 37.28bn while net income improved from a loss of 9.14bn to a gain of 1.89bn.
Tom Brady vs. Vince Vaughn — BetMGM
This ad features Vince Vaughn explaining that anyone could use BetMGM except the retired NFL star Tom Brady because he’s already “won enough.” Vaughn is also shown having dinner with ice hockey legend Wayne Gretzky.
BetMGM is a sports betting and iGaming company formed by MGM Resorts International and owned by the Entain Group. The booming online gambling market makes advertising crucial for brand recognition and market share. This ad, with its star power and light-hearted tone, effectively targeted the key male demographic interested in sports betting.
Entain shares, 1-year
Current share price: 1,010.50 GBX
12-month performance: -318.50 USD (-23.9%)
Entain has had a rough 12 months, seeing an almost 24% drop in ENT’s stock price over that period. YoY, the company had a net income fall of -90.29% from £249.30m to £24.20m despite a 12.19% increase in revenues from 3.83bn to 4.30bn. The main reason for his drop in income was a major increase in operating costs.
Kris Jenner — OREO “Twist on it”
Oreo’s Super Bowl 2024 commercial depicts how decisions have been made since the prehistoric era and all it took was the twist of one of their famous biccies. Instead of heads or tails, it’s cream on the right or cream on the left.
Mondelez International, the parent company of OREO, has a market capitalisation of over $80 billion. Maintaining brand relevance and market share is crucial. This ad effectively leverages celebrity appeal and humour, which it hopes will translate into increased sales.
Mondelez (MDLZ) shares, 1-year
Current share price: 73.17 USD
12-month performance: +6.90 (10.41%)
Mondelez has posted a respectful 10% price increase over the past 12 months. The company recently declared a regular quarterly dividend of $0.425 per share. YoY, the company grew revenues by 14.35% from 31.50bn to 36.02bn.
What’s your favourite?
Are you trading any of these stocks? Did you see an impact because of the Super Bowl? Let us know over on X, @_Contentworks.
Top fundamental events week commencing 12/02/24
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● AUD — RBA Meeting Minutes
● CAD — Inflation Rate YoY
● JPY — Balance of Trade
● AUD — Wage Price Index QoQ
● USD — FOMC Minutes
● EUR — German HCOB Manufacturing PMI Flash
● EUR — German Ifo Business Climate
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