On February 11, the "Super Bowl" of the NFL Finals continued to set a new TV viewership record, and it is reported that it attracted more than 12.3 billion people, an increase of 7% over last year, equivalent to 37% of the U.S. population. It's also the most expensive ad space in the U.S., charging about $7 million per 30-second ad in the last two years.
Temu has been advertising at the Super Bowl for the second year in a row, and just like last year, this year's ad was just 30 seconds long, similar to Disney animation - as the little girl clicked on the temu box on her phone, the gray scenes became brighter, and people's clothes and items became colorful, with lyrics such as "wishes come true" and "shop like a billionaire".
According to **, Temu's "Super Bowl" ad creative last year was designed by the American advertising agency Saatchi & Saatchi, and this year it came from an internal team.
The difference is that the Temu "Super Bowl" ad ran twice last year, and this year there were five before and after the game (3 times between games and 2 times after the game), and a rough estimate cost was at least $21 million (equivalent to about 1.).500 million RMB). In addition, Temu announced $10 million worth of giveaways, $5 million worth of coupons, and credits.
These investments have been exchanged for a phased increase in the number of applications and search popularity. According to mobile analytics agency Apptopia, the number of Temu apps on the day of the Super Bowl increased by 34% from the previous day, the highest one-day increase since November, and the total volume was about 87% of the same period in last year's Super Bowl, partly because many Americans already had Temu installed on their phones.
Sensor Tower data shows that in the past 3 days, Temu has been the most free app in the United States (not limited to shopping), and before the "Super Bowl", Temu ranked 4th and 6th in Apple and Android stores, respectively.
According to Google Trends, Temu's search popularity hit a new high in the week after the "Super Bowl" (February 11-17), nearly double the level during last year's "Super Bowl", and surpassed Shein for the first time.
The Super Bowl is a big event in the world of advertising, and brands tend to use their imagination to make their ads look like a small theater, such as at the doughnut chain Dunkin'In the advertisement, Hollywood star Ben Affleck led a dance in front of Jennifer Lopez, trying to break into the ** circle, which was considered the best by many viewers. In contrast, temu ads are a little flat, repeated many times, and even received a star in some Super Bowl ad reviews. However, there are also user reviews that "perfectly describe temu".
According to reports, the "Super Bowl" was preceded by a number of senators asking the organizers to take down the temu ad, and on the day of the "Super Bowl", Rep. Michelle Steel posted a call on viewers not to shop at Temu, and a few days later another Rep. John Curtis submitted a bill proposing to ban Chinese companies related to the **chain issue from advertising on television. (Lin Guangying).