2019 Super Bowl LIII Commercial Ads: A Quick Review
Every year on football’s biggest stage, brands spend millions of dollars on commercial advertising with the hopes to create a lasting impression on viewers. As the years go on and the more Super Bowl ad recap blogs I write (here is my Super Bowl commercial recap from last year), I am surprised to see how the results and distribution strategies of each company change. You can view iSpot.tv’s full Super Bowl LII ads report here, but you can check out the main highlights and key takeaways below.
I don’t know about you, but to me the overall Super Bowl experience as a consumer standpoint was below par. From the actual game flow and lack of scoring to the halftime show, no wonder it was the lowest-rated Super Bowl in nearly 10 years! As for the ad performance in 2019, we saw the biggest decline across the board from Super Bowl ads and that included in-game and pre-game day commercial statistics. This can be contributed the overall TV ad spend being significantly lower than the previous years with the total ad spend almost $100 million less than just two years ago.
Cause Related Ads
Super Bowl LIII was the year of cause-related ads, which generated 27 million online views and 459.5 million social impressions. The top two Super Bowl ads – The Team That Wouldn’t Be Here by Verizon and We All Win by Xbox – were both cause-related. This was a significant shift from Super Bowl LII, which was a year of humor and celebrities.
Celebrity Infused Ads
While only 44% of ads this year featured celebrities compared to 67% for Super Bowl LII, Amazon included numerous celebrities, Hyundai made hysterical comparisons to the pain of auto shopping with Jason Bateman, and a jousting match from Bud Light took a dark comedic turn when the Mountain from the HBO show, Game of Thrones, made an appearance.
A couple ads I found to be impactful to me that did not make the list of top performing commercials:
NFL: The 100-Year Game
This was the longest advertisement that played during the Super Bowl (120 seconds) and featured over 40 current and retired NFL players in a “friendly” game of tackle football/hot potato. While this ad finished just barely in the top 10 of performance, it did have one of the highest positive sentimental scores of all the ads (99%).
Pepsi: More Than OK
While this ad was more celebrity filled than many of the ads that performed better, it generated the second most social impressions (84,025,645) out of any other Super Bowl ad. This can probably be explained because it was pre-released to the masses before the game even started and featured very relevant celebrities to the social world (Cardi B, Lil Jon and Steve Carell).