TMA Super Bowl Super Poll: How Marketers Can Score With Viewers, Consumers

By Barry Janoff

December 2, 2022: With Super Bowl LVII less than ten weeks away, marketers are finalizing plans on how best to engage and embrace fans, viewers, consumers and the media.

There is no argument that the Super Bowl is one of the most, if not the most, watched event on TV, annually at or above an an average audience of 100 million.

But when it comes to advertising, there are myriad questions for marketers on how best to take advantage of the audience and how to maximize the cost of a Super Bowl spot.

During Super Bowl LVI (NBC), the rate was upward of $6.5 million for a 30-second spot, which could top $7 million for Super Bowl LVII (Fox) on Feb. 12, 2023, in State Farm Stadium, Glendale, AZ.

“Marketers can take comfort in the knowledge that viewers continue to watch the Big Game for the commercials; and that the majority claim to watch all of them throughout the game, regardless of the score,” according to the just-released 2nd annual TMA Super Poll from TMA (The Marketing Arm), the Dallas-based Omnicom agency.

“If you want your brand to be associated with the game, consider a long-term commitment. Most one-and-done campaigns are easily forgotten.”

According to the TMA Super Poll, “It’s no surprise that marketers continue to employ celebrities in their Big Game ads. They work. Viewers want to be entertained. And people are more likely to purchase a product endorsed by a celebrity.”

Will that hold true for Super Bowl LVII?

“While we can’t name names, due to client confidentiality, we can say that many brands are looking to bring the humor, and our talent searches have been set up to deliver that,” Lori Heckman Golden, TMA svp-celebrity and influencer, told NYSportsJournalism.

“This doesn’t always mean comedians, by the way. It’s a matter of casting the talent that optimizes the humor as written.”

Although the TMA Super Poll did not specifically address the issue, the presence of cryptocurrency firms in the upcoming Super Bowl LVII broadcast remains to be seen.

During Super Bowl LVI, cryptocurrency firms that bought airtime included Bitbuy, Coinbase, Crypto.com, eToro and FTX (“Don’t Miss Out,” featuring Larry David), whose bankruptcy may have put the category into a tailspin regarding its impact during the upcoming Big Game.

One major change for Super Bowl LVII: Anheuser-Busch has ended its exclusive category national broadcast partnership deal, which dated back to 1989 — meaning that other beer brands, which previously had been restricted to regional and/or local broadcasts, will be on the national Fox telecast.

"Since 1989, there’s only been one official beer advertiser during the Super Bowl, and honestly, that’s no fun,” Michelle St. Jacques, Molson Coors CMO, said via the brand.

“After more than 30 years away, you can bet our brands are going to bring it this year. Game on.”

Fox Sports recently said that national ad inventory is virtually sold out.

For the second consecutive year, Dwayne Johnson topped the TMA Super Poll list of celebrities viewers would most like to see in a Big Game ad, followed by Rihanna, Beyoncé, Eminem, Kevin Hart, Cardi B, Tom Cruise and Brad Pitt.

Rihanna previously was unveiled as the feature performer for the newly renamed Super Bowl LVII Apple Music Half Time Show, replacing Pepsi, which had been the Super Bowl Halftime sponsor from Super Bowl XLVII (2013) thru Super Bowl LVI this past February, as well as Super Bowl XLI (2007).

“This sponsorship and this casting is quite fitting as Apple has secured rights for a Rihanna documentary, and some of the pre-Half Time Show planning will be included,” Amanda Levine, TMA senior director of culture marketing, told NYSportsJournalism.

Rihanna signed a multimillion dollar deal with Apple TV+ to film a documentary on her comeback after giving birth to her first child in May with musician A$AP Rocky, according to various news reports.

“Apple has always been a unique brand at the forefront of the symbiotic relationship between tech and music. So, their sponsorship of one of the biggest concerts of the year is quite a natural fit," said Levine.

“Rihanna hasn’t toured since 2016, so the performance expectations are incredibly high. I have no doubt she is going to deliver, and her fans will not be disappointed. Her music repertoire speaks for itself — hit after hit for over 15 years.

“Don’t be surprised if some huge rockstars join her onstage that night.”

“Rihanna hasn’t toured since 2016, so the performance expectations are incredibly high. I have no doubt she is going to deliver, and her fans will not be disappointed."

Super Bowl LVI was played in SoFi Stadium in Los Angeles, and the number of Hollywood celebrities who appeared in Big Game spots seemed even more staggering than usual.

But with good reason.

“The appearance of celebrities in Big Game ads can be a powerful and persuasive selling approach,” according to TMA. “Nearly two out of three viewers believe people are more likely to buy a product when it is endorsed by a celebrity. That belief is even stronger among Black, Hispanic and younger viewers.

“More than half of viewers want Big Game ads to make them feel entertained, while a third want humor.”
 
Dwayne Johnson, who opened Super Bowl LVI this past February with a high-intensity on-field intro in SoFi Stadium, seems likely to have a presence during Super Bowl LVII, if not in commercials, then as co-owner of the re-rebooted XFL, scheduled to begin its 2023 season the weekend after the Big Game.

According to the NFL, an estimated 208 million-plus viewers watched Super Bowl LVI, a figure based on “how many people may have watched the game, particularly in group settings such as out of home in locations including bars and restaurants.”

Based on traditional numbers, the NFL said Super Bowl LVI averaged an audience of 112.3 million, including 101.1 million television viewers and another 11.2 million streamers. The Pepsi Half Time Show with Dr. Dre, Snoop Dogg, Kendrick Lamar, Eminem, Mary J. Blige and 50 Cent attracted more than 103 million.

The game was available on NBC, Telemundo, Peacock, NBC Sports Digital, NFL Digital and Yahoo! Sports mobile properties.

The TMA Super Poll indicates that many of those viewers not only enjoy the commercials, but retain the brand names and messages, with a significant number translating that into purchases.

“Marketers will be happy to know that 81% viewers report watching every commercial in the game. And interest does not wane as the game goes on,” with the breakdown 80% Female/82% Male.

“Viewers continue to watch the Big Game as much for the commercials as for the action, but ‘the experience’ is paramount.”

• For the commercials: 25% (29% female/20% Male)
• For the experience: 52% (50% Female/54% Male)
• For the game: 23% (20% Female/28% Male)

When asked “What do you prefer to feel when watching a Big Game ad?” responses were:

• Entertained: 55% (54% Female/56% Male)
• Humor: 33%
• Sentimental: 5%
• Optimistic: 4%
• Surprised: 4%

As for the ever-burgeoning trend of releasing teasers and/or full commercials days, weeks and sometimes months before they run during Super Bowl broadcasts, the TMA Super Poll shows that “three out of four viewers prefer to see ads for the first time during the game (because) it enhances that all-important experience.”

• Strongly Agree: 36%
• Agree: 40%
• Neutral: 17%
• Disagree/Strongly Disagree: 8%

When asked, “Are people more likely to buy a product endorsed by a celebrity?” the response was:

• Strongly Agree (overall): 20%
• Strongly Agree (African-American/Hispanic): 65%
• Agree (overall): 44%
• Agree (African-American/Hispanic): 78%
• Neutral: 26%
• Disagree/Strongly Disagree: 10%

The TMA Super Poll shows the use of social media influencers in Big Game ads seems to be mixed.

“More than half of viewers would prefer to keep these influencers in their social media channels. However, casting them in ads can be a welcomed approach, especially among viewers who are Black, Hispanic, or under 25.”

When asked, “Would you like to see more social media influencers in Big Game ads?” the response was:

• Yes (overall): 40%
• Yes (African-American): 67%
• Yes (Hispanic): 58%
• No (overall): 60%

Long-standing Big Game advertisers top the brands that people surveyed by TMA recall as their “favorite” from last year. “This was an open-ended question, reflecting memorability as well as preference.”

“What was your favorite ad from the last Big Game?”

• Doritos
• Budweiser
• Pepsi
• Bud Light
• Amazon

Doritos’ Super Bowl LVI spot was a Doritos/Cheetos combo using Salt-N-Pepa’s classic “Push It."

Budweiser’s “A Clydesdale’s Journey” was about a horse overcoming injury.

Pepsi did not have a traditional national ad, but had a major presence as the halftime sponsor.

Bud Light’s platform included Bud Light Next’s “Zero in the Way of Possibility” and Bud Light Seltzer Hard Soda “Land of Loud Flavors” with Guy Fieri.

Amazon ran “Mind Reader” with Colin Jost and Scarlett Johansson (pictured above) for Alexa and “Thursday Night Football is Open” for Prime Video.

“What do the five brands behind this mixed bag have in common? Consistent presence in the Big Game,” according to the TMA Super Poll.

Looking ahead, Super Bowl LVIII is scheduled to be played for the first time in the glitz and glamour of Las Vegas (Feb. 11, 2024, Allegiant Stadium, CBS). Will that impact marketers and viewers?

“Overall, the host city/market isn’t necessarily a major factor for brands that are heavy in NFL or advertising in the Super Bowl,” Basia Wojcik, TMA vp-sports, told NYSportsJournalism.

“They do it for the eyeballs. And for those doing on-site media and activation, it’s all contained within the NFL footprint, which is roughly the same no matter where it’s hosted.”

However, according to Wojcik, “A popular destination like Las Vegas can be an opportunity for more brands to do local activations around fandom. Brands should also give more consideration to hospitality (private events).

"Super Bowl is typically ripe for high-end hospitality opportunities, and the host city adds their own flavor to the experience. I’m sure Vegas will be 5-star!”

TMA said the Super Poll survey was conducted in October 2022 among a representative sample of 1,000+ people across geographies, genders, ages and ethnicities.

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