On the 11th local time, the annual American "Spring Festival Gala" and the 58th National Football League (NFL) "Super Bowl" finals were held in Las Vegas. The Kansas City Chiefs fought 75 in overtime. minutes to defeat the San Francisco 49ers and win the championship, becoming the longest game in Super Bowl history.
In addition to Taylor Swift, who just won four Grammy Awards for Album of the Year, she had a "top meeting" with the star tight end of the champion Kansas City Chiefs and her boyfriend Travis Kelce "Sweetness attracted everyone's attention. Outside the venue, various merchants competed for the advertising space with an average price of US$7 million for 30 seconds, which also attracted people's attention. Can
temu’s ambitions continue?
Traditional consumer products such as Oreos, Pringles, Mountain Dew, Doritos and M&Ms dominate the advertising lineup this year.
In addition, including the musical adaptations of Wicked, If and Monkey Man, the sequel to Twister, War for the Planet of the Apes: A New Kingdom and Kung Fu Panda 4" and other movies also released trailers during the Super Bowl.
It is worth mentioning that for the second consecutive year, Pinduoduo’s cross-border e-commerce platform temu has spent heavily to broadcast several rounds of advertisements during the Super Bowl and provided tens of millions of dollars in gifts, hoping to continue to promote its presence in the United States. Sales growth.
In the 30-second spot, animated characters dance among special items ranging in price from 99 cents to $9.99. With cheerful background music, temu once again promises consumers: "Shop like a billionaire."
temu will be launched in the United States in September 2022 and will shine in the 2023 Super Bowl commercial. Data from market intelligence company Sensor Tower shows that as of January, the platform had more than 50 million monthly active users in the United States, a year-on-year increase of nearly 300%. Seema Shah, vice president of research at
sensor tower, said that the core of temu's strategy is to quickly gain market share rather than worry about profit margins. This strategy has been confirmed by the retail giant Amazon. Statistics show that Temu users spent an average of 23 minutes per week on the app in the fourth quarter of last year, compared with 18 minutes and 22 minutes spent on Amazon and eBay respectively.
Analysts at JPMorgan Chase expect Temu to spend $3 billion on marketing this year.
Shah believes that temu's value proposition, gamification of the app, increased advertising spend, wide range of products and its close relationships with suppliers are driving the company's growth. "Given the size of its parent company (Pinduoduo), temu is able to maintain extremely competitive prices throughout the year and deliver products quickly. This is true even as it expands into new regions," Shah added.
In the past 12 months, Pinduoduo’s stock price has increased by 42%.
Google Trends shows that searches for temu surged after the ad played. However, its search volume has been steadily declining since early July last year.
Morgan Stanley predicted in a report last month that Pinduoduo’s share price growth this year may be “modest” and that such growth “may rely more on capturing higher revenues from the wallets of existing shoppers.” share". According to a survey by Morgan Stanley, the number of households shopping at temu in January this year dropped by 20% compared with September last year.
According to Bloomberg’s data analysis company Second Measure, which tracks U.S. credit card and debit card transactions, sales observed on the temu platform in January this year and December last year dropped by 4.8% and 12.5% respectively from the previous month.
Since the beginning of this year, Pinduoduo’s stock price has fallen by 10%.
Relying more and more on star power
Industry analysts predict that this year's "Super Bowl" ratings will hit another record. Preliminary forecast data released by the audience measurement company ispot on the morning of the 12th showed that the number of viewers of this Super Bowl reached 126.6 million. Nielsen's official statistics will also be released later.
As the U.S. economic growth gradually slows down, companies have cut back on spending, but companies also know that there are few scenarios that can reach more consumers than the Super Bowl. “Sports remains an advertiser’s favorite.” Disney CEO Bob Iger said this during the company’s earnings call last week.
Whether it’s beer and snacks or cars and movie trailers, this year’s advertiser lineup is more traditional. In 2022, cryptocurrency Exchange advertising once appeared in the "Super Bowl".
It is worth mentioning that in recent years, the "Super Bowl" advertising has been increasingly dependent on celebrities. Data from ispot.tv shows that in last year's Super Bowl advertising, more than 40% of ads feature multiple celebrities, a nearly six-fold increase from 2010.
Dunkin', a well-known restaurant chain, featured Ben Affleck, Jennifer Lopez, Matt Damon and Tom ·Brady is a star. Many viewers rated the scene of Ben Affleck and Matt Damon teaming up to annoy Jennifer Lopez as the funniest clip in this Super Bowl.
Brand Strategist Allen · Allen Adamson said that the reason why businesses are increasingly relying on celebrities is because "there is too much pressure to get out of the circle."
"Celebrities themselves are very powerful media tools," said Uber CEO Dara Khosrowshahi said in an interview with the media last Wednesday.
This year’s Uber Eats advertisement invited six celebrities to appear, including Jennifer Aniston, David Schwimmer, The Beckhams, singer Jelly Roll and Usher. To show that Uber Eats can deliver just about anything to your doorstep, celebrities need to forget about other things to make some space in their brains — like, Rachel forgot 10 years old partner Ross.
