Crypto groups move forward to the top slots at the Super Bowl

advertisers spent up to $ 7 million on TV for $ 7 million for $ 30 seconds, while cryptocurrency platforms join the usual parade of beer and car companies that send messages in America's living room.

media buyers have hurried to book slots for the showdown of the Los Angeles Rams at home against the Cincinnati Bengals-in contrast to a cautious event last year, when the fans were warned of parties due to Coronavirus concerns and the number of spectators has fell to the lowest level since 2007.

The marketing flash During the biggest game in American football, prominent spots of Crypto.com, Coinbase and FTX will contain the opportunity to promote crypto trading in the considerable part of the US population, which is expected to switch on.

At the same time, several traditional advertisers will be back-including Budweiser, who for the first time since 1983 did not use in-game advertising and instead provided an initiative to clarify vaccines.

The sum that some companies had paid for a half-minute spot, according to the broadcaster NBC, was 25 percent above the average of $ 5.6 million last year.

"Things that are scarce, of course, become more expensive," said Mark Read, CEO of WPP, the world's largest advertising company. "It is a reflection of customers who try to build brands: it is very difficult to reach mass reach."

The waste is the latest sign that marketers are confident that the economic recovery will stop from pandemic. This is particularly welcome for NBC, since the broadcaster for the Olympic Winter Games in Beijing historically only attracted a few spectators.

nbc said that Sunday is expected to be the “highest sales day in the history of the US sports media” and generate at least $ 500 million in combined advertising sales at the two events.

More than 30 of the advertisers with Super Bowl slots-about two out of five-did not take part last year.

The cryptocurrency exchange FTX is one of the newcomers. His US President Brett Harrison said the advertisements were part of the company's strategy to make digital currencies "generally attractive".

crypto enthusiasts "only represent a small population group compared to the entire potential user base," he said. The plans of FTX not only include a one-minute slot, but also a free Bitcoin advertising gift that coincides with the commercial.

The Super Bowl slot machines are among the most aggressive examples of the growing marketing power of the sector and threaten to reinforce the demands for stricter regulation how the platforms normalize such trading among everyday users.

Crypto.com recently took over the name rights for another stadium in Los Angeles and during the season of the National Football League, in which Matt Damon announces: "That happily favors the brave".

The demand for super-Bowl advertising from the sector has contributed to compensating for the relative weakness of companies in other areas, for example in the travel sector, the recovery of which is hindered by the persistent pandemic.

The TV advertising spaces have become more expensive despite the long-term declining number of spectators. According to Sports Media Watch, the number of 18- to 49-year-olds who watch the game have dropped nine years in a row.

In an era of targeted digital messages, advertising ladder said that aspiring brands and main customers are equally willing to pay for a unique opportunity to attract so many eyeballs.

The viewers of the Super Bowl have a highly unusual degree of commitment to advertising, an American cultural phenomenon that is of greater interest than the game itself. More than four of five respondents from Morning Consult published this week, stated that they gave the commercials either "a lot" or "something".

Mike Law, Managing Director of Carat Us, one of the world's largest media buyers and part of Japanese Dentsu, said: "There is probably no other place where you can get so many people on the screen at the same time."

he added: "But it is associated with a very high price, and I think there is a lot of pressure to deliver."

brands that misjudge the mood risk a public counter reaction, but those who find the right formula are rewarded with broad recognition. Morning Consult found that Budweiser, known for his constant Clydesdale horses and earlier hits such as "Whatup", had created the most memorable advertisements over the years.

After a cautious tone in the game last year, which was not only in the middle of pandemic, but also after the attack on the US capitol, the commercials will be less serious this time.

"nothing too difficult", summarized Rob Reilly, Chief Creative Officer from WPP, the approach of most advertisers. "People want to laugh"

The Spot of Amazon is a self -parody with his assistant Alexa, who has developed thoughts, while General Motors Dr. Evil of Austin Powers as head of the car company.

"This year should definitely be entertaining and comedic," said Jason Harris, co -founder of the creative advertising agency Mekanism. "After two years of what we went through, you want to make people smile."