Super Bowl 2023 will have many excited viewers, with a total viewing audience estimated at 100 to 150 million.

And many viewers will be watching the TV commercials with great excitement and interest.

Some 30-second spots are already topping $7 million, which is up over $6.5 million for similar placements last year, which totaled $434.5 million.

This year experts predict that advertisers will drop a record-breaking $450 million on Super Bowl ads.

Despite recession worries, marketers are still committed to putting big ad dollars toward the Super Bowl because they know audiences are on the lookout for the best and worst spots of the evening — that means that they’ll get more eyes on their ads than any other time… And of course, win advertising awards.

Over 112 million tuned into the Super Bowl in 2022, over 16% more than in 2021, with about 100 million viewers.

From a marketing standpoint for TV commercials, every year we review the good and the bad, and which commercials have followed direct response rules — In other words, which ones are trying to drive people to an action to make their commercials accountable.

And which commercials are trying to build data to be able to market in the future.

This year Super Bowl commercials are going to be a little different than last year:

  • Crypto Currencies were prevalent last year — This year, no, for obvious reasons.
  • Last year, Pepsi relinquished its decade-long status as the Super Bowl half-time sponsor. This year Apple Music is taking their place.
  • Anheuser-Busch gave up its Super Bowl alcohol exclusivity, which it held on to for over 30 years. This led to Coors returning to advertising during the Super Bowl.
  • Since sports betting has become so massively popular, FanDuel and others will be airing commercials for the first time.

Here are some of the biggest advertisers for Super Bowl LVII:

  • Anheuser-Busch InBev
  • Avocados from Mexico
  • Downy (P&G)
  • DraftKings
  • FanDuel
  • Hellmann’s (Unilever)
  • Molson Coors
  • Intuit TurboTax.
  • PepsiCo’s Pop Corners
  • Pringles
  • Downy
  • Avocados from Mexico

TurboTax will be putting all bets on the table, running 7 ad spots that night, 6 before the Super Bowl, and 1 during. The theme is “Come to TurboTax”, and each spot will be different.

They are doing a multi-channel campaign that involves satellite, cable, radio, podcasts, digital, and social media channels, including Roku, Amazon’s Twitch, Spotify, and Buzzfeed.

The ads will also be launched on Netflix’s ad-supported programs (see Advertising 2023 Trends for Streaming Services).

Our popular review of the Super Bowl is always good to go back to and look at the basic marketing principles that are often violated by the major advertisers leading to waste and inefficiency at a very expensive cost.

Instead of strategically planning a commercial to maximize sales, they quite often will plan a commercial to maximize controversy or humor, something that will have a short-term impact, that may win an award but does not increase orders or sales either at the retail store or online.

To see one of our reviews of Super Bowl ads, Top 10 Super Bowl Ads: Cultural and Political Propaganda, click HERE.

To see our article, Super Bowl Crypto Commercial: One of the Few that did it Right with 20 million Responses in the First Minutes, click HERE.

Note: We have created over 50 direct-response TV commercials, infomercials, videos, and VSLs… including pre-rolls and addressable TV.

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