Advertisers spent millions to get into the game. Experts say a handful of ads were touchdowns, while others fumbled.
The Super Bowl is the biggest event of the year for advertisers, who this year spent a reported $6.5 million for each 30-second airtime slot. With a typical audience of about 100 million U.S. viewers, the game is an opportunity to win over new customers and polish a brand's image. : Cryptocurrency companies eager to broaden their appeal. There were also longtime marketers on view, such as beer makers like Budweiser and car companies including BMW and Nissan.
"The advertising in the Super Bowl this year was relentlessly upbeat," said Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University and co-lead of the school's Ad Review."Usually we see a real mix of serious spots, and emotional spots mixed in with funny spots. This year, though, it was an incredibly positive collection of advertising.
So which ads were the winners? A panel of experts at the Kellogg School graded the ads on business-related metrics, such as whether the ad was memorable and unique as well as whether it tied into brand messaging.
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