Super Bowl Ads in the Period from 2017-2022

Slavko Alčaković

The European Journal of Applied Economics, 2023, vol. 20, issue 1, 39-51

Abstract: Advertising during Super Bowl commercial breaks has become a crucial part of brands' marketing strategies, offering them the chance to reach a huge audience. Over the past six years, Super Bowl ads have been diverse and captivating, showcasing products from various categories such as food and beverage, cars, beer and financial and online services. The article provides a brief and overall analysis of Super Bowl ads from 2017 to 2022. The database used in the analysis was taken from the world-famous database at adsoftheword.com. This research analyzed the length, logo viewability and product category, presence of celebrities, animals, humor and the average likability score from Ad meter in Super Bowl ads from 2017 to 2022. This analysis shows the changes in marketing strategies highlighting the growing sophistication of the advertising industry.

Keywords: advertising; super bowl; humor; celebrity; animals; likability of the ads (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:sng:ejae01:181

DOI: 10.5937/EJAE20-42830

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