List Download: 25 Super Bowl 2022 Advertisers

It’s an exciting year to be a Super Bowl advertiser. With a photo finish from the playoffs, the Cincinnati Bengals will (accidentally) host the Los Angeles Rams for the right to the rings. Even if football isn’t your thing, (hi, me) the 2022 Super Bowl halftime show has been hyped more than a world tour. Bringing a legendary group of hip-hop stars together, the show is focusing in on the talents of Eminem, Snoop Dogg, Mary J. Blige, Kendrick Lamar, and Dr. Dre.

We’ve pulled 25 of the top Super Bowl advertisers, including new and returning brand names, into our latest downloadable list. Here’s even more actionable info on three of those advertisers…

1)  TurboTax launches new campaign ahead of upcoming Super Bowl initiative

TurboTax recently debuted English and Spanish ads as part of a new campaign that shows that the brand is ready for influencers, pro gamers, and crypto windfalls. Developed by creative AOR Wieden + Kennedy, “You Do Your Thing” shows all the tax complexities TurboTax can handle.

According to iSpot, the brand hasn’t invested in national TV since H1 2021, when around $134.2m went toward commercials targeting male sports enthusiasts watching shows such as NFL Football, College Basketball, NBA Basketball, the 2021 Daytona 500, and the Super Bowl Kickoff Show. TurboTax had allocated around $109.4m toward this channel in 2020, meaning last year’s spend was up 23%. Though it only invested in this channel in the first half of the year last year, it did the same thing in 2020, so the brand will return to heavier TV advertising in H1 2022.

• Sellers: The company is primarily targeting Gen-Z men via TV, digital, paid social, YouTube. OTT, Twitch, and podcast ads, so sellers able to offer high-ROI strategies among this audience will have an upper hand securing ad dollars. Remember, this new campaign included both English and Spanish ads. Per Kantar data, TurboTax also invests in radio and local broadcast. It holds planning conversations in Q2 and buying conversations in Q1.
• Agency and martech: I see no major signs of upcoming agency reviews, but you may be able to secure project-based work down the road. Along with creative AOR W+K, TurboTax currently works with creative and digital AOR Juniper Park\ TBWA; it also receives assistance from The Outcast Agency (PR), Camelot Strategic Marketing & Media (digital), Gallegos United (multicultural), and Havas Formulation (PR).

2)  Lexus launches new campaign, increases ad spend

Lexus recently debuted a campaign promoting the 2022 NX crossover. English and Spanish spots made by Walton Isaacson and Team One are leaning heavily into the digital and streaming space in an initiative to connect with a broader audience. Sellers able to offer high-ROI strategies among male audiences should contact soon to secure last-minute ad dollars.

In 2021, iSpot reports Lexus allocated roughly $162.4m on national TV commercials, up 22% from the roughly $132.9m it spent in 2020. Its 2021 commercials targeted male sports enthusiasts watching shows such as NFL Football, NHL Hockey, College Football, College Basketball, and SportsCenter.

• Sellers: The brand primarily targets men, so sellers able to offer high-ROI strategies among male audiences will have an advantage securing last-minute ad dollars from this campaign. Remember, it’s targeting English- and Spanish-speaking audiences. Per Kantar data, Lexus also invests in OOH, radio, print (B2B magazines), and local broadcast.
• Agency and martech: We see no signs of imminent agency reviews, but you could secure project-based work at some point. Zenith NY handles Lexus’s media.

3)  Taco Bell appoints CBO amid spend increases

Taco Bell hired Sean Tresvant as global chief brand officer, effective January 10th, 2021. Tresvant comes from Nike, where he served as CMO of the Jordan Brand. He spent over 10 years with Nike serving in multiple marketing roles. In his new role, Tresvant will lead global marketing for TV, as well as, improve the customer experience. He is replacing incumbent CBO Nikki Lawson.

Per iSpot, TB spent around $221.3m on national TV ads YTD, a 13% increase from $196m spent in this channel during the same time period of 2020. Full-year spend fell 18% from $266.7m in 2019 to $217.4m in 2020. This year, it placed ads during programming such as “NFL Football,” “MLB Baseball,” “College Football,” “NBA Basketball” and “College Basketball.”

• Sellers: Taco Bell targets Gen-Zers and younger millennials with a male skew. It reaches these demographics through digital display and national TV ads. The chain has been ramping up digital spend aggressively for the last couple of years, which makes sense, as digital ads are typically the best way to reach younger audiences. TB also increased national TV spend in 2021, after decreasing spend in the channel in 2020. It also invests in OOH, radio and local broadcast TV ads, per Kantar. Sellers should contact TB’s DMs to offer ad space and score some of these extra ad dollars. Keep in mind, the new CBO may shake things up, and try some new marketing strategies in the future.
• Agency and martech: Taco Bell currently works with full-service AOR Deutsch, culture AOR Cashmere, digital AOR FCB Chicago, social AOR Digitas, media AOR Spark Foundry and PR shop Edelman. The CBO hire could lead to a review, so start reaching out soon to be top-of-mind. You might also consider offering project-based assistance.

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