Other than the Kansas City Chiefs, who won Super Bowl LIV? Everybody’s got an opinion. For starters, check out Ad Age Editor Brian Braiker’s review of all the ads (he was particularly fond of Microsoft’s commercial celebrating Katie Sowers, the first female coach in the NFL, and SodaStream’s Mars water commercial) and USA Today’s online-survey-driven Ad Meter (Jeep’s “Groundhog Day” homage starring Bill Murray tops that ranking).
One early analysis of social media reaction to the commercials during the game came from real-time measurement company Talkwalker, which crowned Olay as the top spot in the game based on 8.1 million social media posts regarding the Super Bowl.
The “#MakeSpaceForWomen” commercial has gotten 160,000 mentions on social media, or 20% of the conversation, including 60,000 after the ad aired. The spot featured Taraji P. Henson, Lilly Singh, Busy Philipps and astronaut NIcole Stott.
This year’s Olay Super Bowl ad features an array of well-known celebs, from Lilly Singh and Busy Philipps to Taraji P. Henson and Katie Couric.
The spot shows Singh and Philipps walking alongside retired astronaut Nicole Stott for a space mission. A voice-over asks, “Is there enough space in space for women?” Couric then responds, “Who wrote that? Are people really still asking that question?”
Super Bowl ads aren’t cheap. Fox reportedly charged as much as $5.6 million for a 30-second spot in the game this year. In a move to gain extra exposure and build buzz on social media, most companies release teasers — or even their entire commercial — before the big game.
That practice has become popular in recent years as brands work to create a coveted viral ad remembered among the best Super Bowl commercials of all time.
Opinion: For too long it’s been so heavily male–dominated.
Over $5.6 million for a 30-second spot—that’s $187,000 per second. And that is so much money. Obviously, the demo those ads are reaching, the group watching the Big Game live, is critical. And up until a couple years ago, you’d have been sure that that demo was a chip-chomping, beer-guzzling, man-boy. Except you’d have been wrong. Women have consistently made up about half of the audience. Yet the ads have consistently told them where they belong, what they should look like and how (or not) to use their voice.