What to Expect from Super Bowl XLVIII Advertising

by T+B Blog Team on January 29, 2014

Millions of you may be glued to your television on Sunday to watch what could go down in the record books as the coldest Super Bowl ever. In fact, many major brands are counting on public viewership—that’s why they’re spending an average of $4 million per 30 seconds of airtime.

The Super Bowl is usually the most-watched television program each year and viewers have come to expect new, more entertaining ads every year. The two championship games leading up to the Super Bowl each drew an average of more than 51 million viewers. During the last five Super Bowls, advertisers spent $1.2 billion to buy commercials, according to Kantar Media data.

This year’s contest, broadcast live from MetLife Stadium in East Rutherford, NJ, may only have to deal with a partly cloudy forecast that day, according to the latest report on weather.com. But most fans won’t be out in the cold; they will be viewing from the comfort of their homes as those big brands fight for their attention and shopping dollars.

We know some people enjoy the surprise of new Super Bowl ads played throughout the game, but if you’d like a sneak peek at some of them, you can take a look at video teasers here. In addition, you can view what Time is calling its list of “the weirdest” Super Bowl ads. While Forbes published its prediction of whom the winners and losers among Super Bowl advertisers will be. We won’t spoil the list—you can read it here.

There have been some impressive stats racked up by past Super Bowl advertisers. Volkswagen is the most shared Super Bowl brand of all time, according to Unruly. That means Volkswagen ads, including the one known as “The Force,” were shared across social media more than any other Super Bowl sponsor (7.07 million shares!). Volkswagen scored just ahead of Budweiser and Universal Pictures. It turns out that auto manufacturers are the most popular vertical at the Super Bowl: besides Volkswagen, the top 10 included Ram Trucks, Chevrolet, and Chrysler.

We usually shy away from picking favorites, but the Chrysler Super Bowl ad featuring Eminem (below) stands out in our recent memory. Which past Super Bowl ad is your favorite?

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