EDO CEO Kevin Krim joined Bloomberg’s "The Tape" to discuss this year’s Super Bowl advertising — and who the real winners will be when it came to business performance.
From blockbuster movies like Deadpool 3 and Wicked to leading auto brands like Volkswagen, advertisers used The Big Game to generate the consumer engagement actions that are most predictive of future sales.
You can watch Kevin and Bloomberg's podcast conversation here, or read our summary below:
-
The Super Bowl pays off for brands with smart creative: As Kevin explains, the average brand would need to buy hundreds of 30-second spots on regular primetime programming to get the same impact as a single Super Bowl ad. But with a $7 million price to get in the game, it’s ultimately on the creative to deliver the goods.
-
Streaming is the new syndication: Super Bowl advertisers reunited casts from old TV shows like Suits, Parks & Recreation, and 30 Rock, all of which have earned new life as popular content on streaming platforms. Suits was the top streaming series on Netflix last year.
-
Nostalgia was a mixed bag for brands: Nostalgia was a big part of many Super Bowl ads, but results varied for brands that employed this strategy. Two big nostalgia-driven winners? Mountain Dew’s Baja Blast (featuring Parks and Rec’s Aubrey Plaza and Nick Offerman) and Dunkin’ (featuring Ben Affleck, Matt Damon, Tom Brady, and Jennifer Lopez).