If you're planning to watch the Super Bowl this weekend, here's a sneak peek at what you will find during the commercial breaks.
Advertisers are hoping to deliver a dose of escapism with light humor and star-studded entertainment amid the pandemic, high inflation and tensions between Russia and the Ukraine.
Super Bowl viewership has declined in recent years. Last year, 92 million people tuned in, according to Nielsen, the lowest viewership since 2007. But viewership at other big live events like the Grammys and the Oscars has also plummeted. Ratings for the Olympics -- which NBC is broadcasting concurrent with the Super Bowl -- are way down, too. So the Super Bowl remains the biggest night for advertisers.
A first time advertiser, Wallbox, showcases an actual survivor of being struck by lightning in its ad for its home electric vehicle charger. While the Super Bowl can be a good place to launch a new brand or category into the public consciousness, there are risks of getting lost in the shuffle as first-time advertisers. And they have a big task with 30 seconds.
And some ad executives are hoping people can still remember iconic advertising as well. ETrade hinted in a teaser that it’s bringing back the spokesbaby that appeared in its Super Bowl ads from 2008 to 2014. A Hellmann’s ad shows Washington Commanders’ linebacker David Mayo tackling unsuspecting people who waste food. The ad is an homage to a 2003 Reebok Super Bowl ad starring a fictional linebacker named Terry Tate who tackled office workers who weren’t being productive.
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