It’s been a year of division and controversy, so it came as no surprise that the commercials this year during Super Bowl LVI played it safe. Big brands once again paid millions for ad spots but unlike some of last year’s advertisers, this year they didn’t seem to want to gamble on controversy.
The 2022 Super Bowl drew 112.3 million viewers according to Nielsen, an increase of 16% over the TAD for 2021 Super Bowl. LVI was the most watched Super Bowl since the 2015 game between the New England Patriots and the Seattle Seahawks which drew 114.4 million viewers.
“According to the National Retail Federation, this year’s Super Bowl is expected to generate roughly $14.6 billion in spending nationwide. The average fan will spend about $79 on food, drinks, decorations and other merchandise to celebrate the game.”
With rates up 20% since 2018, a 30 second spot in this year’s Super Bowl cost $6.5 million. Some spots reportedly went for as much as $7 million. In 2020 and 2019 the cost was $5.6 million. And according to a Front Office Sports tweet, 40% of the game’s advertisers are new.
The Halftime Show featured Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, and an upside down 50 Cent. Aside from Eminem kneeling at one point as a virtue signal, the music and performance was not divisive or controversial. Each performed some of their classic songs and included a musical nod to Tupac.
The show also featured a stage where only half of the stadium audience could see what was happening. Here is the official set list that was performed.
1. “The Next Episode” – Snoop Dogg
2. “California Love” – Dr. Dre
3. “In Da Club” – 50 Cent
4. “Family Affair” – Mary J. Blige
5. “No More Drama” – Mary J. Blige
6. “M.a.a.D City” – Kendrick Lamar
7. “Alright” – Kendrick Lamar
8. “Forgot About Dre” – Kendrick Lamar, Eminem and Dr. Dre
9. “Lose Yourself” – Eminem
10. “I Ain’t Mad at Cha” – Tupac Shakur, performed by Dr. Dre
11. “Still D.R.E.” – Dr. Dre with Snoop Dogg, Mary J. Blige, 50 Cent, Kendrick Lamar and Eminem
The Mobility Tech & Connectivity Show
Aired Live on in February 2022
Most Notable Commercials
According to Sports Illustrated, the top ads based on USA Today’s Ad Meter were:
1. Rocket Homes and Rocket Mortgage: ‘Dream House With Anna Kendrick and Barbie’
2. Amazon: ‘Mind Reader’
Mind reading or just finally admitting that, yes, Bezos and friends are listening to everything and if you walk into someone’s house and say “Alexa, play the last fight” the people you’re visiting will get real nervous.
3. Doritos/Cheetos: ‘Push It’
Of those, only the Amazon ad classifies as a mobility tech & connectivity ad. Others included…
Chevy Electric Silverado Truck: ‘Soprano kids’
GM EVil is Back for Good ft. Dr. Evil
Toyota had a two Big Game commercials…
“Brothers: Start Your Impossible”
Tundra: “The Joneses” ft. Tommy, Leslie, and Rashida Jones
Coinbase QR Ad
Coinbase spent $14 million on their QR code ad, which wound up crashing the site.
Selling point is that you don’t have to deal with flakes – which dealers are also pushing as the selling point for working with them.
BMW All-Electric iX ‘Zeus’ ad ft. Arnold Schwarzenegger and Selma Hyek
Polestar All-Electric Polestar 2
Carvana ‘Oversharing Mom’
Michelob Ultra pair of commercials ft. Steve Buschemi, Peyton Manning, and Serena Williams
Meta ‘Old Friends. New Fun’ ft. Simple Minds’ classic from The Breakfast Club movie
Uber Eats ‘Uber Don’t Eats’
Turkish Airlines Pangea ft. Morgan Freeman
Wallbox Car Charger
Hyundai ‘History of Evolution’ w Jason Bateman
Crypto.com ‘Fortune Favors the Brave’ ft. Lebron James
Expedia ‘Stuff: Made to Travel’ ft. Ewan McGregor
WeatherTech ‘Special Ops Fit Crew’
T-Mobile 5G ‘Do it for the Phone’s ft. Dolly Parton and Miley Cirus
Verizon Home 5G ft. Jim Carrey, ‘The Cable Guy’
Kia All-Electric EV6 ft. Robo Dog and ‘Total Eclipse of the Heart’ by Bonnie Tylor
Nissan ‘Thrill Driver’
Miller Lite’s supposedly released this ad in the Metaverse