Ep. 3: Super Bowl 2024 Recap - Who Boomed and Who Busted?
In Episode 3, James and Sean cover all things Super Bowl - from the numbers and the costs to the commercials. They cover:
1. The cost of a Super Bowl spot and the valuable eyeballs that come with it
2. Takeaways from the commercials
3. How to evaluate advertising creative
4. A real-time review of their favorite commercials that "boomed" or "busted"
Show Transcript:
Welcome to BrandBusters with your hosts, James Schwyn and Sean Lee. Together, we bust open the latest in CPG, retail media, and life, or whatever the we want. And for today's episode, we got something special Extra spicy. Take it away, Sean. Alright.
Welcome to our Super Bowl themed edition of Brand Busters, and, hopefully, you guys enjoyed the newest, intro music that we have. So, James, we're finally getting a little bit legit over here. Oh, yeah. Yeah. We had to we had to compete with Usher now, you know, and he's got these incredible shades.
I I'm jealous. I wanted some, so I'm rocking I'm rocking these today. I love it, man. I was gonna go with my Alicia Keys, red jumpsuit, but, I knew you're gonna be Usher, so I didn't know how that would play out. Hey.
You're just lucky I'm wearing a shirt still. So leave it there. Give it PG. Maybe it won't be by the end of the show. We'll see.
Maybe not. Stay tuned. Awesome. Well, you know, I think Super Bowl is talk of the town. I think for every marketer and people around CPG, it's it's kind of what we live for.
Right? Like, this is for agencies, for brands. This is what you create content for. It's the it's the the tentpole moment. And I think going into it, one of the things that were pretty interesting, and, James, I know you had done quite a bit of research on this, is just the price of a 32nd Super Bowl spot these days.
So back when I worked at Procter and Gamble in, you know, early 2000 tens, I think back in 2012, a 32nd spot was about 3 and a half $1,000,000. Yesterday, it was 7,000,000. So I'd say Super Bowl ads are the only thing inflating faster than college tuition and health care these days, but that's, that's quite the increase for just a decade for, 30 seconds of real estate. James, I don't know. What do what do you think?
Yeah. I know you dug into some of the numbers. Yeah. I feel like, Alan from hangover right now, like, doing my research on this with all the numbers whizzing around the screen. So a cup a couple of things.
I'm I'm about to, like, go off here. So CBS sold out a Super Bowl ad inventory in record fashion, actually, back in November with 90% of it sold out actually in August. For reference, NBC, who hosted the big event a year ago, actually sold out just 10 days before the game in 20 22. So Crazy. Incredible.
I think the spectacle of it being in Vegas, really drove advertisers. There's a lot of activations. You're seeing that happen with, like, f one and the Sphere all coming to life this year. So I think there's a lot of things that really drove that. Speaking of our giant big circle that cost $2,300,000,000, you know, at Sean's talking on what it cost to advertise, during the big game on TV.
The Spheres prices went up as well. So normally for an activation, it's around $450,000, for a day, 650 k for a week. During the week of the Super Bowl for up to 12 hours, you're talking about $2,000,000, and that Unbelievable. Also sold out. Now what does that get you from impression standpoint?
I assume we know Super Bowl, 118,000,000 plus, about 3rd of the US population with Sphere, giving about 4,700,000 daily impressions. 4,400,000 mostly being social and digitally driven with about 300 k, in person with everyone descending in that area. So, I I wanna I'm gonna I'm gonna keep going. Sean, you stop me if I need to. Yeah.
Why is this happening? Guaranteed audience. So we know how fragmented our attention is. We see all the studies and reports on, our our viewership on these things, going up to 4 plus hours a day. People are watching on multiple devices.
They're not focused and engaged. However, with so many people turning in at tuning in at one point in time, this is the big opportunity to really drive home, some brand affinity here. So, Sean, I'm gonna I'm gonna I think some other things to tease on here, but maybe I'll let you react to that that bit. No. I agree.
I mean, I think that's why everybody was spending so much money. And, I mean, no shock that they sold out back in the summertime or close to sold out in the summertime. I mean, I think I think Temu, which I didn't even know that's how you pronounce it. I always called it Temu. I think paid for half the Superl advertising spots themselves.
I mean, could you imagine being that marketing manager just beep beep beep. Like, just backing up the Brink Trucks, baby, and just drop it off the CVS store. Yeah. Yeah. I mean, I unbelievable.
I can't believe they ran 4 spots. I mean, $28,000,000 for for the Super Bowl is pretty unreal, but I think that just shows, like I mean, be between Xi'an and Timu and some of the other Chinese, ecommerce companies, I mean, Google, Facebook, a ton of their revenue this past quarter was from those guys. So no shock that, you know, they're spending 1,000,000,000 in advertising that they would go after the, mecca of US advertising and just go all in on the Super Bowl. Yeah. Yeah.
So I I mean, I wanna who does wanna shop like a billionaire, Sean? Like, that's my only takeaway. Create an I think that's not a big item feature there, like, 10 to $15. So I don't know. Maybe.
I know. It's it's good, man. I think, I think the ad looks like they, like, ran it through, some sort of AI and had it create it. But, you know, in that, the the song was super catchy. Yeah.
Yeah. I mean, I I'll I'll still take my usher over Timu, but, neither here nor there. So, a couple other things, just a little bit of note. This is the 1st Super Bowl where they had all broadcast. So, Sean, you and I are dads.
We both have kids. You've got 3. I've got 2. It was featured on Nickelodeon. I see this as a very hallmark year in terms of NFL trying to expand audience reach.
So not only did the experiment with the Nickelodeon in the past, this was the 1st year of Disney Plus where it's fully animated, which I actually watched and try to watch with my kids. A little bit laggy, but not the worst. And then, honestly, if we talk about growing the the growing female audience ship with the Super Bowl, I don't know if you do. Taylor Swift and Travis Kelce are are a thing in a couple. Big big shot.
Big announcement. I know. I didn't know. So I I think you're seeing a a larger, more intentionality around appealing to more diverse audience. And I think the NFL is all of a sudden not all of a sudden, it's an overnight success.
Right? It's becoming more of a culturally rep relevant sport powerhouse in terms of, demographics, beyond, you know, soccer internationally. So, I think that's a very interesting development, too. I I think, yeah, I think you're I think you're right. I mean, the Taylor Swift thing certainly helped the NFL.
I think even just look at, like, Travis Kelce, like, when he won, he I think he saw sang, singing Elvis Presley song, Viva Las Vegas. I mean, they're just building these characters into, like, larger in life figures, almost like professional wrestling. So I think the NFL is gonna continue to have these, like, high profile relationships. They're gonna elevate their stars and kinda give them the microphone and let them do their thing and and create more buzz for the NFL, which is why people tune into the big game and why people will probably pay $14,000,000 10 years from now for a 32nd spot. Yes.
Yes. And if we wanna talk about categories that play nicely, spread across the board, the bigger spender this year was, food and bev, accounting for over 28% of the ad slots, who is notably really not there around too much, was the Fintech space. So in 2022, you had the likes of FTX, eToro, Coinbase, not so much these days. So, interesting how you see those shifts, you know, 1 to 2 years ago. But, I think and this is where Sean and I are gonna really kinda pull things apart and kinda, Dean, was it a boom or a boss?
But I don't even know. Were were there celebrities in any of these commercials? I I I couldn't I couldn't tell. You know, I I I didn't notice. If if there were, I didn't notice, James.
But, no, I had I think I had 2 big takeaways from the from the game ads. And one was brands and their agencies relied on celebrities way too much, and almost everybody played it safe. You didn't see kind of the humor you used to see 10 years ago. Some of the more irreverent or risk taking ads that you might have seen culturally. Everyone played it pretty by the book book except a a couple of people.
I don't know. What were your takeaways, James? Yeah. So, again, numbers guy here, Allen, in the casino. We're about to we're about to count cards and make this thing happen so we can find our friend Doug, and get him back for the ransom.
But, the big thing of the 70 slots, 2 thirds of them actually featured celebrities. So that's a massive amount, and it almost felt a little bit like a check the box, exercise. And, Sean, you're absolutely right. I'm playing it safe. Nostalgia is one that comes to mind for me.
If we think about, the so the first ad up, State Farm is getting a lot of notoriety with Danny DeVito. He and Arnold Schwarzenegger, Schwatz, and they got, he, the the good neighbor. The good neighbor won going back to their movie together, Twins in the eighties or nineties. Uber Eats with, Ross and Rachel, going back to even Elf incorporating. I see Suits was a hit.
I'm an old school Suits fan back when I was on USA late 2010 early 2010 Oh, yeah. And featuring characters rather now that they've had this resurgence. So I think a lot of people are playing into this nostalgia, really going after gen x and the geriatric millennials, in my mind from a a positioning standpoint or targeting standpoint. But yeah. Yeah.
We saw that happen a lot. So but I I just I gotta ask. What's what's your best what's your best Schwarzenegger sound? Do you have one? Yeah.
I'd say, let me get down. Get to the chopper now. Back to the chopper. Loud. We'll see.
No. I thought it was a I thought it was a good ad, but yeah. I mean, the celebrities in ads, like, when I was at P&G and we would review creative, oftentimes, like, my general sense was if you didn't have kind of a clear creative direction or something to bring out or showcase the benefit of your product, agencies and even brand brand leaders would often default to, well, let's just put a celebrity in there, which is a little bit risky. It's like it's almost kinda like mailing it in of, hey, can the celebrity carry the day for the brand and the product versus can the product and its actual benefit, carry the day creatively. So I think it's it's risky, and I think celebrities can work when it makes strategic sense.
I think Dunkin' Donuts and Ben Affleck, awesome. Right? I mean, everybody's seen the sad Ben Affleck memes of him walking to get Dunkin' Donuts. Perfect. Right?
And, like, he was in the jumpsuit. All you saw was the orange and pink at Dunkin' Donuts. Like, you knew it was a Dunkin' spot. Michael Cera, I think that was great too. A little over the top and reminded me of my old spice days, but great ad.
And the product was in focus. Sarah, Sarah Bay, like, slam dunk. Right? And I think Arnold, people liked it. I think playing up NEBA, everybody knows State Farm's like a good neighbor.
Right? So I think they nailed it by bringing out their recognizable assets. But if you told me, like, what celebrities were in what ad, I I couldn't match the celebrity to the brand. Like, I know people will probably talk about the Messi commercial where he was kicking the soccer ball. Had to look it up this morning that it was a Michelob Ultra ad, and they showed the beer for, like, 5 seconds at the beginning and, like, 2 seconds at the end.
Everyone's takeaway is gonna be, do you see that cool Messi ad? Not, did you see the Michelob Ultra ad? So if you get away from, like, actually pitching your your product and your benefit and and use a celebrity as a crutch, you it it it really doesn't do that much for you, and you probably lit some money on fire yesterday. I don't know, James. What's your take?
No. The the other driver here is I I think we all know what happened to Bud Light, you know, what, a year or so ago. So I think there we saw, how big given up for our brands kind of shifting from their kind of core demographic or audience. You know, you have to take take big swings and take big bets, but sometimes on the biggest platform, that can also create backlash. So I think that was probably the biggest driver here.
And, and, yeah, again, no fault of the brands. I think there's an entertaining game. We'll have wished for a different result. Myself, as you and I are both from Cincy. So KC and Cincy, have a little bit of rivalry.
And I know Kelsey is a UC alum as we both are, so tough to Yeah. Do you really get to the old Mueller guy or do you really Love love Kelsey, but I'm sick of the Chiefs. Yeah. Exactly. Yes.
Yep. So, yeah, yeah. I I think I don't fall anyone here. I think there's some good creativity. Just felt like everyone went for the same playbook this year, and I I think that's the trend.
So Yeah. No. Nobody want nobody wanted to get canceled. And I think, you know, that's just kind of, like, where we are as a as a culture, and being canceled could be by either side. It seems like either, side of the spectrum was willing to boycott brands these days, which kinda puts you into a little bit of a box creatively, which probably, isn't the best for humor in in, creating that ad that's gonna wow somebody.
Yeah. Now we we gotta talk speaking about, being outside the box and giving you some honorable mentions here, the first stop, actually and you brought this up, Sean, with with Dove. Yep. You know, they had a nice piece you know, I think very on brand, kind of with their messaging and driving more, like, self confidence in women. I know your girl dad, as well.
So I think that was a nice sentimental, you know, position kind of early on in the program. Yeah. I know, again, you were at P&G. You're part of their when they kinda did that portrait project a number of years ago. What I mean, can you can you talk about that team and kind of that that brand's approach to really appealing to, you know, not the heartstrings per se, but really, I think, taking a very actualized and sentimental approach to their advertising versus just doing something pithy or fun.
Yeah. I know. For sure. Actually, Dove was not a P&G brand. It was a Unilever brand, which was one of our fiercest rivals.
But, no, we had a ton of respect for what they did, and I think there's there's a while back. There's some P&G, I think always had some similar ads, and then, P&G Olympics, the thank you mom campaign was probably on that higher higher level top of funnel benefit that Dove really hits home on. And I think, you know, I I love the Dove ad is is a dad. I think it was great. We'll we'll pull it up and and roll through it in a second.
But I think when you go that high level, you're really top of funnel. Right? It's like people are aware of Dove. I'd say most people have used it or know what it is, but there's no product benefit. It is all emotional and feel.
It's like you're using some recognizable assets, and you're really going after kind of that cultural insight in in in being mission driven, which I think Dove has stood true to that for the past 5, 6, 7 years, maybe the past decade. So I think it was great. It was on brand for them. It was distinctive because you know it. It feels like those past Dove ads.
It doesn't really convey the benefit of the the brand at, like, a a lower level, but I think it's a great halo and a great message. So I think for the serious ads, that was probably one of my favorites yesterday, especially being the girl dad. Yeah. Yep. And and and, James, one of one of the things that I wanna do and we'll pull it up here really quickly and show everybody, for those that are watching along, and people can listen for for those that aren't, which I think is a lot of these ads were great audio wise.
But when when I was at at P&G and and even now, this is how I evaluate all creative, not just TV, but there are really 6 things we would look for. One would be, is it true to the brand and does it showcase the brand or the product or brands benefit? Is it distinctive? So is it gonna break through all the noise? Is it does it kinda connect insightfully?
So is it built off of a real human insight? Is it simple so that people get the message? You got 30 seconds. You can't make it overly complicated. And does it use recognizable assets?
So your fonts, your colors, your logo, think the Coca Cola bottle, the shape, like, you you get it. Right? And then does it inspire amplification, which I think Sarah Bay did brilliantly because I've seen them on the home page of Amazon today. I've seen them on Twitter. I've seen them on other social medias.
Like, can you take that 32nd spot and amplify it to all other mediums, and will it make sense? So those are really the 6 things that we would evaluate ads on. And, yeah, James, I figured we could probably roll through some of our favorites and then talk about whether it was a boom or a bust and what we liked, what we didn't. Yeah. Let's do it.
I've got I've got 2, but you start. Sounds good. Let's how about we roll through, the dub ones since we've been talking about it? Great. Let's see if I can get this going.
While Sean's pulling that up, of course, I was gonna be the one that flubbed it being under, with Unilever and that part of P&G, but, Sean actually got to work on a campaign like this, I think, back with the back in your old Spice days. Correct? I did. I did. Alright.
And was the Super Bowl but that's back in New Orleans? I I think I, like, lose vaguely Yeah. It was it was yeah. It was it was it was the New Orleans the year the lights went off. It was the niners and the Ravens, but, no, it was great.
We, we ran a Super Bowl ad that year on Old Spice. We didn't have the 3 and a half $1,000,000 to shell out, and we had a really great ad. So what we did is back then I don't even know if they still do it anymore, but YouTube the next morning would have the Super Bowl ad recap where people could watch all the ads and vote on them, and then the news stories would write about what the best ads were based on this YouTube recap. So we found a loophole to get included in that recap. You could run a local affiliate ad.
So we ran an ad and whatever it was, like, the CBS equivalent of Anchorage, Alaska. And it only probably aired to, like, you know, a few 100000 people, but we were able to get into that YouTube YouTube recap the next morning. So we got millions of views on this ad, and everybody thought it was in the game. And news news articles are writing up that it was one of their top five favorite ads all because we kinda game the system. Obviously, a lot of people didn't like that, so the next year, YouTube, changed their rules and criteria to get in, but it was great.
We've we've paid a few $100,000, got into the Super Bowl ad recap. People thought we ran the ad. Great way to hack the system. But, yeah, it's it's people really spend a lot of time trying to drive buzz around the Super Bowl. So, yeah, let me share this, James, and we'll we'll let it rip.
As Socrates says, don't hate the player, hit the game. Exactly. Exactly. So what let's watch stuff here. Alright, James.
What's your reaction? I mean, aside from me needing a box of tissues, no. I think well done, short to the point. I I think, again, this is something that in this era where there's a lot more awareness around mental health, and emotional well built emotional well-being, I think it I think it nails it. Again, to your point, just I think I think it's just well done.
I don't I don't have any complaints. I'd say it's a boom, not a bust by any means. Yeah. I would too. I'd say it's on brand.
It's distinctive. It uses all of Dove's kinda recognizable assets going back to that Dove sketches campaign. The only thing it probably lacks is, like, some sort of benefit of of the brand other than kind of, like, the higher issue of, you know, being for women's self esteem, which I think is a great a great cause, but it doesn't tie back to, you know, what's the benefit of the the deodorant or or the body wash. But, you know, the primary user of Dove is is women in that demo. I think it's home run.
Great ad. I I think you gotta do that top of funnel when you're, you know, still widely distributed and most people know your name. So it gives you the authority to run those kind of ads. Yep. So we'll call it a boom.
Call it a boom. Alright. Alright. What's next? Which I'm gonna go on I'm gonna take a little bit of a different route here.
This is a little bit more of an honorable mention. So there is a brand that did not advertise on the big game, but arguably made the best play or audible in terms of how to take advantage of all the extra attention around the Super Bowl. So some of you might be familiar with Dude Wipes. Sean Reilly is a CEO and founder there, and what they opted to do is actually buy space, advertising space, I think it's the Hilton Conrad Hotel. Yeah.
So, they actually work with us in a local agency. I think it's is the agency Curiosity. And, so shout out to Matt Fisher and, I think it's named Greg Livingston, the team there that got Yeah. Greg Livingston. Great great team.
Great team. So I'm going to share my screen here in a second. Again, it's not an ad, but I think they just really did a a phenomenal job. Did dude did dude did Dew Wipes not run? I saw it in in Cincinnati here.
Maybe it was maybe they ran on the local affiliate. You're right. You're right. They absolutely did. Yeah.
They did run. But I don't know if they ran nationally. I didn't see it recapped on some of the national ones that I was looking at. So it might have been what we did on Old Spice, and they could have run it here because they have distribution in Kroger. So they might have run it in just places where the execs of of the the retailers are watching.
I don't know purely speculation, but that would make all the sense in the world. Speculation. That's that's very good. Yeah. Let's see here if this if I can get this to play again.
And we'll pull this up. That's great. One second. Yeah. While you're pulling it up, I mean, so the concept was you had to sphere in Las Vegas, and then dude wipes is looking for other real estate where they could run ads.
And, yeah, they ran it from the Conrad Hilton and and had a nice little relevant Taylor Swift message. Yeah. It's me. Hi. I'm the solution.
No. It was well done. So I thought, kudos to them. I think they had another one, where they played on, like, the assets of, like, Taco Bell. So, again, that that whole team just did a really phenomenal job.
It's just a lot of fun to monitor. So if you don't follow them on LinkedIn or Instagram, absolutely do it. Just a master class. I would say, you know, I I won't take any credit for this term, but it was, an ass assassination of a a a great ad. So That's great.
Yeah. I'll run, Yeah. I guess theirs didn't probably didn't run nationally then yesterday, but I'll run, I like the Sarah Bay one with Michael Cera. I think, it brought me back to my old spice days. It was a little irreverent.
I thought it great use of a celebrity. They built up to it great all week, and then we've kinda seen it everywhere today afterwards. So let me, present, and we'll we'll roll through that one. Let's make sure the audio comes through too. Oh.
You got the audio, James? I don't. Good to know. And if the audio is not coming through for you, what we will advise is just that you run to YouTube and check it out. It's a great minute hit.
Very entertaining. Playing a lot of the cheesy cologne and perfume brands The the central language and shots, the very moody aesthetics with the quirky Michael Cera in a normal. That's great. Yeah. Yeah.
I mean, James, what are you thinking? For anybody that that wasn't able to see it, I don't know why our audio is not sharing. You can go, go take take a look and check it out. Yep. Yeah.
What did you take, James? How did how'd you like it? No. I I liked it again. I think we see too often these luxury brands where it's it's very sensual, it's very moody.
I I guess that's fine. Just trying to convey, it's trying to convey that kind of 2 customers that are gonna be there's this desirability, and it's something to, like, only the most beautiful people, like, wear this, attract this, or like, attract, like. So I think playing into that, and just some of the goofy again, Michael Cera, I may go back to what was it? Superbad, like Yeah. Classic movie just, like, funny, quirky, dry humor.
So there there's that that contrast and that tension point, which is why I think this plays well as a perfect use of a celebrity and also get with the name incorporation of the brand. So I think that is, they, by no means, check the box. I think they actually were intentional about this and, really executed well. So boom for me. Yeah.
Boom for me too. I think they were on benefit, so they they used humor to communicate kind of the scientific benefits around and and used him to do it, which I think is great. Very distinctive. Like, it really stops and makes you watch. It I thought it was a great insight kinda making fun of, like, all these other high end products that, you know, all the perfume ads and everything else you see during the holiday season.
It was very simple. It uses a ton of recognizable assets. They were showing the cream in use, the kind of the viscosity, the the packaging, the bottles, the colors, the fonts, the logos, like, very, very, very well done. And they've clearly amplified it everywhere, and that I think that idea has some legs, and we'll probably see it for the next 3 to 6 months because it's a good campaign that they can keep running. Yep.
Yeah. James, we might wanna pivot and not not share some some more if if the audio is not coming through. I don't know why it's not coming through. Is now will go. I I always say make sure you check out the Dunkings.
Anyone that likes, one, I think building off the success of last year with, Ben Affleck working the Dunkin' Donuts are now just the Dunkin' drive through, and J Lo running through at the end where he's doing it. Now he crashes her place of work along with Tom Brady and Matt Damon. Matt Damon, you know, very, like, skeptical, friend about it, but dropping a nice good little hunting line, in there. So that was my personal favorite. That's the one that got me to laugh out loud.
Everybody knows every everybody knows Dunkin' Donuts is, like, is the Starbucks of the of New England. So I think having Tom Brady, having those guys there represented, it was spot on. I mean, they were in silly jumpsuits that I think Dunkin' started selling on their website immediately after, for their their super fans. I think very well done. You knew it was a Dunkin' ad.
You knew it was Ben Affleck. You knew the guy loves Dunkin'. People are talking about it today. A fantastic ad. Great use of celebrities.
Yep. Boom for me. Absolutely. And you know another power couple. Right?
People are, like, drawn to this, like, power couple dynamics of playing on, like, Taylor and Travis and Ben and Jen, another example. And I think, this upcoming Halloween, you're gonna see a lot of couple costumes or just buddies. I see a bunch of, like, frat guys probably running around in these, like, Dunkin's, jumpsuits. So I imagine a lot of Yeah. I think it's great.
People's costumes have been selected and shot for for the year. So I think one other one that I I just wanted to touch on, James, that was a little bit nontraditional for me, and I honestly never used the brand. I know it exists. I follow it because I follow all the CPG brands that are up and coming, but I think Poppy had a really good one. It was kinda like a manifesto ad of saying, like, hey.
All the old sodas, like Pepsi, Coca Cola, that's for the the boomers and the millennials. Like, we're the new soda that your grandkids are gonna be drinking, and it showed, you know, vibrant visuals, like, cool, gen z people drinking this poppy soda that's supposed to be a little bit more natural and not have all the chemicals and additives of of traditional soba soda. I thought it was really, really well done and kinda planning your flag in the ground and making that claim, like, this is the soda you're you're gonna be telling your grandkids about or that your grandkids are gonna be drinking. Really, it's just a punch in the face to big soda or whatever that means, like big big CPG. The other thing I thought was interesting is there's 2 soda brands that are kind of fighting for that new up and coming, brand, Olipop and Poppy.
I think Olipop actually has a lot more market share than them. So it's really kinda introducing to a wide audience that's probably never heard of either of those 2 before, trying to establish themselves as the dominant player. So that was a bold move. I thought the ad was great. Showcase the products, used a lot of their colors and imagery.
That was a boom for me unexpectedly. Yeah. Yep. And I I think it'll be interesting to monitor the halo effect that that has on that category. So if I I I don't know the exact split from market share standpoint, but my thought is, Olipop, is actually one of the bigger players in in that space.
So interesting Yep. Will be very interesting to watch how they kinda play off of this. This kinda create creates some tailwinds for the category. I was from retail now sure it will. With brands emerging in there and also the established incumbents kind of, like, trying to take a closer look.
Since I would I would venture to say the average person over the age of 40 probably isn't very aware of Poppy, so they're gonna have no they're gonna have no idea whether it was Olipop or Poppy. Frankly, I get them mixed up, and I'd like to say that I'm with it and in the industry. So no doubt in my mind that Olipop will also rise and get a halo off of this too. Yeah. So what did so we we broke down a lot of ads.
I think they were all booms for us. There wasn't really any outright bust, across the semi or some that maybe didn't hit as hard, but, we also heard the boom, some of the numbers. I I think what did all the all the I would I would I would call I would call the Michelob Messi 1 a bust just because I feel like you didn't remember it was about beer. And then I thought the Christopher Walken one for BMW was fine, but, again, it was more about Christopher Walken and kinda imagery from his past career. I felt like a Christopher Walken ad, not a BMW ad.
And, they threw Usher in there for absolutely zero reason. I'm like, just be probably because he was in the Super Bowl halftime show. So there were a few that I thought just really missed the mark for me, but yeah. And a lot that I I probably just don't remember that weren't memorable enough, which I would call a bust as well. Rob Kennedy's ad, though.
Rob Kennedy for president. I liked it. I liked it. Politics aside, I thought it was cool that they can use the old j JFK imagery. Yeah.
From an ad standpoint, a great ad. Not commenting on politics, but a great ad. So in closing in with the numbers, so we we know what the price tags were. CBS is expected to have garnered over 600,000,000 just in ad revenue for this event. So insane.
I'll be curious what spots are going for next year, what iterations there are, on this. Definitely 7 a half 1000000 or 8 next year, James. I'm sure. Yeah. And and and then you know what the other times we're gonna get to show, like, we don't run a sports book or anything like that, but, the amount of people that bet on the game was projected to be 68,000,000 with over $23,000,000,000 in bets, which is up 35% year on year.
So, again, it is vague as me because it's more legal. It's just, this was a big business, from the Super Bowl. So not all just entertainment, all about sports. There's a lot of revenue pouring in, with this and around this. So interesting how other sports try to follow and build off this momentum that's in inertia that the NFL has built.
I think so. Overall, I thought it was good. I enjoyed it. Great game till the end. Not the outcome I wanted.
Boo, Chiefs. But great watching the commercials. I got to watch the game with the kids. Overall, it's a a win in the boom. So that probably wraps it up.
We'll get back to our normal, brand busting next week, talking some latest news, and and we'll cover brand and and some personal stuff. But thank you for tuning in to the Super Bowl episode, and check out some of the ads for yourself, and let us know what you think. Follow us on Spotify and leave us a review if you can. Watch us on YouTube and, listen to us on Apple Music. So thanks for thanks for tuning in today, everybody.
Peace.