This post is part of our monthly roundup series, where we identify hot topics that PR pros and communicators should be aware of, along with our own takes on them. This month, we identify myriad factors that helped propel the big game to the most-watched Super Bowl in history.

Viewership History is Made

CBS’ broadcast of Super Bowl LVIII on Sunday was the most-watched television event in US history, according to Nielsen figures — with 123.4 million viewers across CBS, Univision and streaming platforms. To put it in perspective, this year’s big game was the most-watched US television broadcast since the moon landing.

Super Bowl LVIII was a significant spectacle, and it’s not hard to see why. The Chiefs beat the 49ers in thrilling overtime fashion, with quarterback Patrick Mahomes passing to Mecole Hardman for the winning touchdown. The halftime show, headlined by music legend Usher, ignited waves of nostalgia with performances by Alicia Keys, Lil Jon, Ludacris, H.E.R., and Jermaine Dupri.

Additionally, advertisers generated pre-Super Bowl excitement for their brands with teaser ads the week before the game that drove viewership and excitement. And then there’s Taylor… but more on that below.

🔥 Our take: Super Bowl LVIII was a marketing masterclass in capturing audiences’ attention.

In a world inundated with content and distractions, grabbing the attention of millions seems like an insurmountable challenge. Yet, Super Bowl LVIII not only conquered this feat but rewrote the history books in the process.

It showcased the unparalleled ability of brands to captivate audiences through a fusion of entertainment, creativity, and strategic promotion. As we reflect on this historic moment in television history, one thing is abundantly clear. When it comes to capturing attention, the Super Bowl reigns supreme, setting the gold standard for marketers around the globe.

Super Bowl Ads and Social Buzz: Who Are the Winners This Year?

The Super Bowl stands as the high point of advertising, where companies vie for coveted spots to showcase their products to millions of viewers. With the average cost of a 30-second ad spot reaching $7 million for the second consecutive year, securing a spot during this event remains a top priority for many brands. Despite the decline in linear ad revenue, the Super Bowl continues to offer an unparalleled opportunity to connect with a vast audience.

This year, consumer packaged goods took center stage in the ad lineup, with brands like Oreos, Pringles, Mountain Dew, Doritos, and M&Ms dominating the commercial breaks. The star-studded advertisements featured celebrity endorsements from notable figures, including Christopher Walken, Ben Affleck, Beyoncé, Quinta Brunson, Jenna Ortega, Kate McKinnon, and Jennifer Aniston, further amplifying the spectacle of the event.

This year saw a drop in big game advertising spots from the automotive industry, many of whom decided to spend their budgets on more targeted media.

Ultimately, marketing pros understand that Super Bowl TV commercials excel when they spotlight mass-market products using elements such as humor, animals, babies, nostalgia and celebrity endorsements, along with advocating for social causes that strike a chord with consumers.

Connecting a brand with compelling and inventive storytelling serves as another powerful method to enhance overall brand visibility.

So, how did the ads do this year?

Pre-game Buzz with Ads Released Early

It’s important to recognize that the most impactful advertisements, the ones that truly leave a lasting impression, often begin their journey long before the Super Bowl kickoff and continue to resonate for weeks, even years, after the event. Teasers, trailers, and sometimes complete ads are frequently unveiled in the weeks leading up to the big game, captivating audiences on television, online platforms, and across various social media channels.

System1 Group, a creative effectiveness platform, analyzed all the ads from Super Bowl LVII in 2023 and found that 60% of the top ads released their commercials early. These early releases not only generated greater brand impact during the game but also capitalized on consumers’ emotional responses, measured second-by-second throughout the ad. System1 assigns ads a score from 0 to 5.9 Stars based on factors determining long-term brand impact.

Considering the substantial expense of Super Bowl advertising, with spots costing over $7 million for just 30 seconds, maximizing the investment is paramount for brands. Social media platforms like YouTube have proven to deliver significant added views and engagement before, during, and after the game, amplifying the benefits for brands that release their commercials in advance.

The Social Media Angle

Utilizing social media buzz provides consumer brands with valuable insights into the effectiveness of their PR and marketing strategies. Influential, an influencer marketing platform, conducted an analysis of positive sentiment surrounding the brands and celebrities featured in the Super Bowl.

The platform revealed insights into audience reactions to the halftime show, indicating that while Usher’s performance received a respectable 65% positive sentiment, it fell short of the previous year’s highly acclaimed Rihanna performance, which scored 75% approval.

Here are the top 10 brands that resonated most positively with audiences on social media, as determined by Influential:

Oreo with their “Twist on it” campaign.
Disney+ for their “Well Said” ad.
NYX Cosmetics featuring “Duck Plump.”
CeraVe’s clever “Michael CeraVe” campaign.
Mountain Dew‘s engaging “Having a Blast” ad.
Verizon‘s impactful ad featuring Beyoncé.
Google Pixel showcasing “Javier In Frame.”
State Farm‘s heartwarming “Twins Reunion” spot.
BMW‘s memorable ad starring Christopher Walken.
Squarespace’s intriguing “Hello Down There” campaign.

🔥 Our take: The Super Bowl isn’t just about football; it’s a battleground for brands vying to enthrall millions of viewers with their commercials. Despite the hefty price tag, the Super Bowl remains an unparalleled opportunity for brands to connect with a vast audience.

In the evolving landscape of Super Bowl advertising, one thing remains clear: strategic storytelling, celebrity endorsements, and early releases are crucial to maximizing brand visibility and impact during the biggest television event of the year.

Personally, I believe the advertising during the Super Bowl this year was solid. Many spots made you laugh out loud; some brought a tear to your eye, and others effectively utilized celebrities in ads. And for those brands, the buzz surrounding them can provide a good return on investment.

Credit: Illustration by Ad Age

And then there is Taylor…

Did I forget to mention Taylor Swift? Her effect on the Super Bowl, and the regular season in general, cannot be denied.

Leading up to the Chiefs’ AFC title victory over the Ravens on Jan. 28, Apex Marketing Group delved into the brand impact Taylor Swift has had on both the NFL and the Kansas City-based franchise.

According to Front Office Sports, the singer’s influence translated into an estimated $331.5 million in revenue across various media channels, including print, digital, radio, TV, highlights, and social media.

Swift not only brought attention but also significant monetary value to the game. Following her attendance at her first game, Kelce’s jersey sales skyrocketed by an impressive 400% virtually overnight.

The loyalty of Swift’s fanbase, known as “Swifties,” remained steadfast throughout the season. A survey conducted by Adtaxi in November revealed that 45% of respondents attributed Swift to influencing their interest in football. Among the “dedicated fans,” this percentage surged to 70%, with these fans also being three times more likely to purchase NFL merchandise.

This season marked the highest regular season viewership among women since tracking began in 2000 for the league. While a direct correlation remains unproven, it’s reasonable to assume that Swift played a significant role in this surge.

Travis Kelce spoke with Fox Sports reporter Laura Okmin in a pre-Super Bowl LVIII radio interview, “I’m very aware,” Kelce said of the phenomenon. “Obviously that is mostly because Taylor’s in my life now, and we got her a part of Chiefs Kingdom, and sure enough that brought an entire entourage of human beings that just love to support her and love to support everything that she’s about, so it’s been a fun ride up to this point. It has been beautiful to see the father and daughter stories that have come about because of all this.”

🔥 Our take: Was Taylor Swift the MVP of NFL marketing this year? While the season’s spotlight typically shines on the players, it’s undeniable that Taylor stole the show this season. Her influence transcended mere fandom, reshaping the landscape of the NFL and propelling the Kansas City Chiefs to new heights of popularity.

Swift’s magnetic appeal transcends demographics, making her a force to be reckoned with on the stage and at NFL stadiums. As brands continue to seek innovative ways to engage audiences, they would be wise to take a page from Swift’s playbook and harness the power of authentic connection and unwavering loyalty.

Some loud voices on social media have been critical of her coverage during games, but I’ve seen other analysts say that she is only on camera for roughly 40-60 seconds per game.

To the haters, I bring you lyrics from one of the Taylor Swift songs I know:

‘Cause the players gonna play, play, play, play, play
And the haters gonna hate, hate, hate, hate, hate
Baby, I’m just gonna shake, shake, shake, shake, shake
I shake it off, I shake it off (hoo-hoo-hoo)

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