List Download: 25 Super Bowl LVII Advertisers

While we don’t even know which teams are playing in this year’s Super Bowl (though if you aren’t rooting for the Bills your heart might be three sizes too small), the cheapest seats on the secondary market are listed at well over $5,000, with SeatGeek selling tickets for up to $35k. And our girl Riri will headline the inaugural Apple Music Super Bowl Halftime Show (but where’s the album?!). But, those attending IRL are going to miss our favorite part of the game… the commercials. Some advertisers, including Michelob Ultra and Doritos, have already released teasers and even full versions of their ads.

We’ve pulled 25 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…

Booking.com launches sweepstakes as spending increases significantly

In a new experiential initiative, Booking.com is providing a sweepstakes winner with a sustainable weekend getaway. Following a one-time guest stay, Booking.com will donate to provide park rangers and firefighters with supplemental housing. The brand will likely launch additional sweepstakes and/or other experiential efforts and continue increasing spend.

Booking.com targets demographic: 

• In general: Parents in search of family vacation options
• Primary: Millennials and Gen-X via channels such as national TV
• Secondary: Gen-Z via digital channels such as paid social

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance):

• 2022 spend: Booking.com allocated roughly $50.8m toward national TV commercials, a huge increase from the roughly $1.6k spent in all of 2021.
• 2021 spend: The brand allocated around $1.6k toward this channel after spending around $16.9m in 2020. Low 2021 spend makes sense considering how seldom people traveled during the pandemic. Though Booking.com’s spending was relatively higher in 2020, it did not utilize this channel that year after the lockdown started at the end of Q1. Spending should continue increasing as the brand continues to cater to increasing travel activity.
• 2022 ad programming: Booking.com’s 2022 commercials targeted Gen-X watching shows such as Law & Order: Special Victims Unit, Chicago Fire, NCIS, Friends, and Jesse Watters Primetime.

Agency insights:

• Opportunity: Booking Holdings, Booking.com’s parent company, may need additional brand-specific support for Booking.com as the brand continues making its post-Covid comeback. ​​All of the following agency partners are headquartered in New York.
• Current agency roster: Anomaly​​​​​​​ (creative AOR); Mindshare (media agency partner); H&S Communications (PR agency partner)

FanDuel to air first Super Bowl ad in 2023

Start reaching out to offer 2023 ad space because this company shows several signs of increased spending. FanDuel will air its first-ever Super Bowl ad in 2023, which signals an increase in ad spend throughout the year. The company will likely also experiment with new ad channels and seek additional agency assistance.

FanDuel’s target demographic: Male Gen-Z & millennial sports fans

If you liked this blog post, check out:

1. The Hottest Winter Brands Increasing Digital Advertising
2. An Unfair Advantage to Kick Start Your 2023 | 64 US Brands Planning: Q1 2023
3. 24 Brands Increasing Their Experiential Marketing Investments