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The final NFL game of the season is set, and it’s a rematch from 2020 with the Kansas City Chiefs taking on the San Francisco 49ers in Super Bowl LVIII. And yes, Taylor can get from her concert in Tokyo to Las Vegas in time for the game. Phew. Even before the world knew Tay would be in attendance, CBS sold almost all its Super Bowl ad spots by November 2023. Each 30-second ad costs about $6.5 to $7 million, the same rates as last year. Even as advertising costs remain stagnant, football fans are still super interested in the game — more than 115 million people watched the 2023 game on Fox.
We’ve pulled 78 of the top marketing pros advertising in this year’s Super Bowl, from both new and returning brands, into our latest downloadable list. Click the link above to access all of the insights and check out even more actionable info on three of those brands below, including their Super Bowl LVIII ads…
1) BMW finishes agency review, teases 2024 Super Bowl ad featuring Christopher Walken
BMW completed the agency review it initially launched at the beginning of 2023. The company decided to retain Goodby, Silverstein & Partners, which picked up the account in 2018. It also tapped 180NY for social, The Javelin Agency for CRM, and Critical Mass for digital. Omnicom, which BMW named media AOR in October, now has the majority of the automaker’s business under its umbrella.
The company also announced it will run a 60-second ad during the 2024 Super Bowl in early January. The spot — which will be handled by Goodby, Silverstein & Partners — will focus on electric vehicles and star actor Christopher Walken, whose identity was revealed on Jan. 31 in a 15-second teaser titled “Agent,” where the star is seen questioning the purpose of “an ad for an ad.”
BMW will likely:
- Increase ad spending in 2024
- Launch an ad campaign/fresh creative work
- Keep reviewing agency relationships
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance):
- YTD spend: BMW spent approximately $34.6m on national TV ads YTD, down 26% from $47m spent in this channel during the same period of 2022.
- 2021-2022 spend: Full-year spending jumped 43% from $33.9m in 2021 to $48.6m in 2022.
- Ad programming: It placed ads during programming such as Fútbol Americano Universitario, NBA Basketball, NFL Football, MLB Baseball, and PGA Tour Golf.
Agency roster:
- Goodby, Silverstein & Partners: Creative AOR
- Cashmere Agency: Multicultural
- Omnicom: Media AOR
- 180NY: Social AOR
- The Javelin Agency: CRM
- Critical Mass: Digital AOR
2) DoorDash adds Wieden+Kennedy to its roster for new push, Super Bowl ad
DoorDash named Wieden+Kennedy its brand building and strategy AOR in January 2024. The company selected Wieden+Kennedy to lead its new brand platform, “Your Door To More” with a push that kicked off during the NFL’s wild-card games and includes a Super Bowl ad. The agency does not replace any of DoorDash’s other agency partners.
The new positioning and big game ad are meant to highlight the breadth of delivery options offered to consumers through DoorDash. Central to this year’s ad is the ability for consumers to enter to win a variety of items that are advertised throughout the game, with one winner chosen to have the items delivered via DoorDash.
DoorDash will likely:
- Ramp up spending ahead of the Super Bowl and throughout 2024
- Continue advertising during big sporting events
- Seek additional agency assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance):
- YTD spend: DoorDash spent about $6.3m on national TV ads YTD, an 11% increase from $5.7m spent in this channel during the same period of 2023.
- 2022-2023 spend: Full-year spending jumped 16% from $64.3m in 2022 to $74.7m in 2023.
- Ad programming: It placed ads during programming such as NFL Football, CFP National Championship, NBA, CFP Semifinal at the Rose Bowl, and CFP Semifinal at the Allstate Sugar Bowl.
Agency roster:
- Wieden+Kennedy: Brand building and strategy AOR
- The Martin Agency: Creative AOR
- Gallegos United: Multicultural
- MediaMonks: Digital and social
- In-house: Creative
3) E*TRADE partners with 72andSunny for Super Bowl ad
E-Trade will return to the Super Bowl with a 30-second ad that will air in the second quarter, Ad Age confirmed. The commercial marks the fourth consecutive year the Morgan Stanley-owned online brokerage has advertised in the big game. The effort is being handled by agency 72andSunny, representing the agency’s first output for the brand.
E*TRADE will likely:
- Continue advertising during big sporting events
- Increase ad spending
- Seek additional agency assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: E*TRADE spent about $5m on national TV ads YTD, close to the $5.2m spent in this channel during the same period of 2023.
- 2022-2023 spend: Full-year spending fell by 30% from $27.1m in 2022 to $19m in 2023.
- Ad programming: It placed ads during programming such as NFL Football, Pardon the Interruption, Deadline: White House, SportsCenter, and NHL Hockey.
Agency roster:
- MullenLowe U.S. Boston: Creative AOR
- Mediahub Global New York: Media AOR
- 72andSunny: Creative