{"id":6467,"date":"2024-02-13T19:29:39","date_gmt":"2024-02-13T19:29:39","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/5-super-bowl-lviii-takeaways-for-marketers\/"},"modified":"2024-02-13T19:29:39","modified_gmt":"2024-02-13T19:29:39","slug":"5-super-bowl-lviii-takeaways-for-marketers","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/5-super-bowl-lviii-takeaways-for-marketers\/","title":{"rendered":"5 Super Bowl LVIII takeaways for marketers"},"content":{"rendered":"


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As the Kansas City Chiefs mounted a late-game charge to become repeat champions (three titles in five years!), Super Bowl LVIII proved to be a victory for fans, brands and the city of Las Vegas. Digital channels provided more options for audiences to engage with the Big Game, including an inventive stream on Nickelodeon called by SpongeBob SquarePants and friends. Brands leveraged the record-breaking viewership (123.7 million viewers, according to Nielsen<\/a>) to launch campaigns and game-day promotions. Celebrities took the opportunity to grow their personal brands.<\/p>\n

Here are some of the results from the game that marketers can take note of for the year ahead, including social media winners and top-performing brands.<\/p>\n

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Dig deeper: Super Bowl commercials and strategies to watch<\/a><\/em><\/strong><\/p>\n

Brands gain positive sentiment on social<\/h2>\n

Social media buzz is a great way for consumer brands to gauge how their marketing efforts land with audiences. (B2B brands like Salesforce also listen closely to social media<\/a>.) <\/p>\n

The influencer marketing platform Influential measured positive sentiment for the Super Bowl\u2019s participating brands and celebrities and found that the most positive vibes came from Oreo\u2019s \u201cTwist on it\u201d ad.\u00a0The company also determined that while Usher\u2019s halftime show garnered 65% positive sentiment on social, it was 10 points less than the wildly popular Rihanna performance a year ago, which scored 75% approval.<\/p>\n

Here are the 10 brands that scored highest in social media sentiment with their ads, according to Influential:<\/p>\n

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  1. Oreo, \u201cTwist on it.\u201d<\/li>\n
  2. Disney+, \u201cWell Said.\u201d<\/li>\n
  3. NYX Cosmetics, \u201cDuck Plump.\u201d<\/li>\n
  4. CeraVe, \u201cMichael CeraVe.\u201d<\/li>\n
  5. Mountain Dew, \u201cHaving a Blast.\u201d<\/li>\n
  6. Verizon, \u201cBeyonce.\u201d<\/li>\n
  7. Google Pixel, \u201cJavier In Frame.\u201d<\/li>\n
  8. State Farm, \u201cTwins Reunion.\u201d<\/li>\n
  9. BMW, \u201cChristopher Walken.\u201d<\/li>\n
  10. Squarespace, \u201cHello Down There.\u201d<\/li>\n<\/ol>\n

    Although five other brands gained higher positive sentiment than Verizon\u2019s spot, Verizon\u2019s star, Beyonce led social media with the most mentions. Here are the top five celebrities, including a sentimental favorite, actor Carl Weathers, who died just weeks before the big game.<\/p>\n

    \"Super\"Super
    Image: Influential Market Intelligence.<\/figcaption><\/figure>\n
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    \"Salary\"Salary<\/figure>\n
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    Take the MarTech Salary and Career Survey <\/h3>\n

    From AI to layoffs, it\u2019s been quite a year. How has it been for you? Please take our short survey so we can tell you the state of martech salaries and careers.<\/p>\n<\/div>\n<\/div>\n

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    Social media marketing increased significantly in only a year. Super Bowl-related social media activity more than doubled year-over-year, according to social listening platform Sprinklr.<\/p>\n

    This year, in the week leading up to the big game, there was a defined cadence with a clear uptick toward the second half of the week leading into Super Bowl Sunday.<\/p>\n

    \"Super\"Super
    Image: Sprinklr.<\/figcaption><\/figure>\n

    Here are the top hashtags used by social media marketers from Jan 1 through Feb 13, 2024, according to Sprinklr.<\/p>\n

    \"Super\"Super
    Image: Sprinklr.<\/figcaption><\/figure>\n

    This year there were more ways to watch the game on streaming than in previous years. And advertisers stepped up to get in front of these audiences. Media and entertainment brands (including gambling services like BetMGM) led the field with 17% of ad air time, according to ad sales intelligence company MediaRadar. Technology brands came in second at 15%.<\/p>\n

    Here\u2019s the breakdown of the rest of the field.<\/p>\n

    \"MediaRadar\"\"MediaRadar\"<\/figure>\n

    Being close to the action pays off<\/h2>\n

    Celebrities and brands proved the Super Bowl was still a vital springboard for gaining cultural awareness. Taylor Swift captured nearly as many social media Super Bowl-related conversations (11%) as all the TV ads combined (12%), according to Influential.<\/p>\n

    Rising star Ice Spice kept close to Swift throughout the game, which no doubt led to more recognition for soft drink brand Starry, which featured the Bronx-born artist in their ad.<\/p>\n

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