- Title: $7 million 'good value for money' - Expert on 30-second Super Bowl ads
- Date: 6th February 2024
- Summary: NEW YORK, NEW YORK, UNITED STATES (FEBRUARY 5, 2024) (REUTERS) (SOUNDBITE) (English) SYSTEM1, CHIEF CUSTOMER OFFICER, JON EVANS, SAYING: "Well, the Super Bowl is one of those things where it's tradition, isn't it? Everyone watches the game. It's a family thing. It involves everybody. And I think that the traditions are important, and what we see coming through already this
- Embargoed: 20th February 2024 15:47
- Keywords: Jon Evans Super Bowl System1 Group commercials
- Location: VARIOUS
- City: VARIOUS
- Country: US
- Topics: Arts/Culture/Entertainment,North America
- Reuters ID: LVA00D804405022024RP1
- Aspect Ratio: 16:9
- Story Text: Just as football fans are getting ready for the 2024 Super Bowl LVIII faceoff between the Kansas City Chiefs and San Francisco 49ers this Sunday (February 11) at Allegiant Stadium in Las Vegas, brands are laying out to score big with their commercials.
"I think $7 million is actually quite good value for money," said Jon Evans, chief customer officer at System1, a company that measures emotions advertising exudes to give brands predictions of their business impact. "This is where we experience advertising together as a nation, and I think there's no better stage to put your brand on than the Super Bowl."
The spots on CBS, which will broadcast the game, sold out in November.
This year, just like every year, celebrities are a big part of the show. Jennifer Aniston and Victoria and David Beckham star in Uber Eats commercial. Chris Jenner is in the OREO spot. And Jason Momoa sings for T-Mobile.
But there is a way to make the best of having someone famous in a big football night ad, Evans said.
"The key thing is to use a celebrity in the thing they're famous for," said Evans. "So this is what Michelob Ultra has gotten right. They've used Lionel Messi to play football on the beach, so he's showing off the thing that he's good at. And this is a lesson for advertisers. It's not enough just to put a celebrity in your ads. You have to use them well to tell your story."
Using humor and sticking to proven ways in advertising, is also a safe bet, said Evans. "Not changing the winning formula is often the best thing you can do."
More than 115 million people watched last year’s Super Bowl game, an all-time viewership record, according to Statista.
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