Super Bowl LVIII Shifts Away from Crypto and AI Ads

In an unexpected twist, the upcoming Super Bowl LVIII is gearing up to showcase commercials that stray from the tech-centric trend of recent years. Instead, viewers can anticipate a return to classic themes of entertainment and humor during the highly awaited event, where the Kansas City Chiefs will go head-to-head against the San Francisco 49ers on February 11.

Esteemed brands like BMW, DoorDash, Budweiser, State Farm, and Oreo have secured spots for the big game, opting to embrace the broader appeal of traditional Super Bowl ad themes.

This shift marks a departure from the sporadic presence of emerging technology sectors like cryptocurrency and artificial intelligence in previous years, except for 2023.

The decision to pivot away from tech-heavy ads reflects not only the desire to entertain but also the soaring costs associated with the Super Bowl. Estimates suggest that companies may need to fork out a staggering $7 million for just a 30-second spot in the spotlight.

Despite the hefty investment, traditional consumer brands have stood firm, reserving their slots in one of the most-watched programs on American television. However, the volatility of the cryptocurrency market has significantly influenced the decision-making process for tech-focused firms. The aftermath of turbulent events, including FTX’s crash, has not only rattled investor confidence but also made advertisers more cautious.

This year’s lineup is noteworthy for the absence of cryptocurrency ads, despite the sector’s prominent presence in past Super Bowl commercials. It speaks volumes about the current uncertainty within the industry.

The shift towards a lighter and more entertaining approach is supported by Paul Hardart, a marketing professor at New York University’s Stern School of Business. He suggests that advertisers may aim to provide a break from the seriousness and complexity that has characterized recent years. With the promise of massive audiences, amplified by the presence of A-list celebrities, advertisers are eager to captivate viewers through engaging and appealing programming that emphasizes humor and warmth over specialized appeals.

As the Super Bowl approaches, excitement builds for the array of commercials that will grace the screens during breaks in the game. While the absence of cryptocurrency and artificial intelligence ads marks a noticeable change in this year’s lineup, it reflects advertisers’ cautious approach in light of the current crypto industry landscape.