List Download: 25 Super Bowl LVII Advertisers

January 18, 2023

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.

List Download: 25 Super Bowl LVII Advertisers

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

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

  • 2022 spend: FanDuel spent nearly $122.5m on national TV ads in 2022.
  • 2021 spend: Full-year spending jumped from $19.1m in 2020 to $61.4m in 2021.
  • 2022 ad programming: It placed ads during NFL Football, NBA Basketball, FOX NFL Sunday, MLB Baseball, and College Football.

Agency analysis:

  • Opportunity: You may be able to pick up digital, PR, social media, or experiential work from this company.
  • Current roster: Wieden + Kennedy (creative AOR); Ad Results Media (media AOR); Mischief @ No Fixed Address (creative AOR)

Kia launches campaign supporting the 2023 EV6 GT

Get in touch soon to offer last-minute campaign ad space as Kia promotes the 2023 all-electric EV6 GT from creative AOR David&Goliath. The push is headlined by a 30-second broadcast TV spot called “Silence is Powerful” starring professional driver Kris Martin — who will also appear in a video series called “Sign Language Shorts.” The campaign will also be supported on TikTok, paid digital, and through print ads. The company will likely amp up ad spending over the next few months and continue investing in new channels like TikTok


Kia’s target demographic: 
Gen-X & millennial men

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

  • 2022 spend: Kia spent about $127.5m on national TV ads last year, close to the $126.9k spent on this channel during the same time period of 2021.
  • 2021 spend: Full-year spending jumped by 35% from $105.8m in 2020 to $143.1m in 2021.
  • 2022 ad programming: It placed ads during NBA Basketball, NFL Football, 74th Emmy Awards, The Big Bang Theory, and MLB Baseball.

Current agency roster: David&Goliath (creative AOR); Canvas Worldwide (digital and media planning AOR); Innocean (media and experiential AOR); Zeno Group (PR).

Want more? Download the list of Super Bowl advertisers:

List Download: 25 Super Bowl LVII Advertisers


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

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