On the 11th local time, the annual American "Spring Festival Gala" and the 58th NFL "Super Bowl" finals were held in Las Vegas, and the Kansas City Chiefs defeated the San Francisco 49ers in 75 minutes of overtime to win the championship, becoming the longest game in the history of the "Super Bowl".
In addition to Taylor Swift, who has just won four Grammys of the Year, and the champion Kansas City Chiefs' star near end and boyfriend Travis Kelce (Tr**is Kelce), various businesses are competing for an advertising space with an average price of $7 million in 30 seconds.
Can temu's ambitions continue?
This year, traditional consumer products such as Oreo, Pringles, Mountain Dew, Doritos and M&MS Chocolate Chips dominated the advertising lineup.
In addition, films including the ** drama adaptations of "Bad Witch of Magic", "Fantasy Friends" (if) and "Monkey Man" (Monkey Man), "Tornado" sequel, "Rise of the Planet of the Apes: New Kingdom" and "Kung Fu Panda 4" and other films also released trailers during the "Super Bowl".
It is worth mentioning that Temu, a cross-border e-commerce platform owned by Pinduoduo, has spent a huge amount of money on several rounds of advertising during the Super Bowl for the second year in a row and provided tens of millions of dollars in giveaways, hoping to continue to promote its sales growth in the United States.
In the 30-second commercial, the animated characters go from 99 cents to 9Dancing in the $99 ** merchandise. Against the cheerful backdrop**, Temu once again promises consumers: "Shop like a billionaire." ”
Temu was launched in the United States in September 2022 and made a splash in the 2023 Super Bowl commercial. As of January, the platform had more than 50 million monthly active users in the United States, up nearly 300% year-on-year, according to data from market intelligence firm Sensor Tower.
Seema Shah, vice president of research at Sensor Tower, said the core of Temu's strategy is to gain market share quickly rather than worrying about profit margins. This strategy has been proven in the case of retail giant Amazon. Statistics show that in the fourth quarter of last year, Temu users spent an average of 23 minutes per week on the app, compared to 18 minutes on Amazon and 22 minutes on eBay.
Analysts at JPMorgan Chase & Co. expect Temu to spend $3 billion on marketing this year.
Shah believes that Temu's value proposition, gamification of apps, increased ad spending, wide variety of products and close relationships with ** merchants are driving the company's growth. "Considering the size of its parent company (Pinduoduo), temu was able to remain extremely competitive** throughout the year and deliver products quickly. This is true even when expanding into new regions. Shah added.
Over the past 12 months, Pinduoduo's stock price has risen by 42%.
Google Trends shows that searches for temu spike after the ad**. However, since the beginning of July last year, the number of searches has been steadily declining.
In a report last month**, Morgan Stanley said Pinduoduo's share price growth could be "modest" this year, and that growth is "likely to be more dependent on getting a higher share of existing shoppers' wallets." According to a Morgan Stanley survey, the number of households shopping at temu in January this year was 20% lower than in September last year.
In addition, Bloomberg's data analytics firm Second Measure, which tracks U.S. credit and debit card transactions, observed a month-on-month decline of 4.0 percent in sales on the Temu platform in January and December, respectively8% and 125%。
Since the beginning of this year, Pinduoduo's share price has accumulated **10%.
Relying more and more on the star effect.
Industry analysts expect this year's Super Bowl ratings to set another all-time record. According to the preliminary data released by the audience monitoring company ispot on the morning of the 12th, the number of people in this "Super Bowl" reached 126.6 billion people. Nielsen's official stats will also be released at a later date.
As the U.S. economy slows, companies are cutting back on spending, but they also know that there are few scenarios that can reach more consumers than the Super Bowl. "Sports are still a favorite among advertisers. Disney CEO Bob Iger said this during last week's earnings conference.
Whether it's beer and snacks, cars and movie trailers, this year's lineup of advertisers is more traditional. In 2022, cryptocurrency exchange advertisements were unfolded during the "Super Bowl".
It is worth mentioning that in recent years, the dependence of Super Bowl advertisements on celebrities has been increasing. ispot.TV data shows that more than 40 percent of last year's Super Bowl commercials featured multiple celebrities, a nearly six-fold increase from 2010.
The famous restaurant chain Dunkin's ad features the likes of Ben Affleck, Jennifer Lopez, Matt Damon and Tom Brady. Many viewers rated the picture of Ben Affleck and Matt Damon teaming up to annoy Jennifer Lopez as the funniest clip of this Super Bowl.
Allen Adamson, a brand strategist, says businesses are increasingly relying on celebrities because "there's so much pressure to get out of the loop."
Celebrities are very powerful tools in their own right," Dara Khosrowshahi, the chief executive of Uber, said in an interview on Wednesday.
This year's Uber Eats ad featured six celebrities, including Jennifer Aniston, David Humer, the Beckhams, singer Jelly Roll and Kid Arthur. To show that Eufood can deliver almost everything to their homes, celebrities need to forget about other things to make room for their brains — Rachel, for example, forgetting her 10-year partner, Rose.