We are just a few weeks away from the start of the 57th edition of the Super Bowl, a space that has been well used by car companies and their advertising campaigns, knowing that it is one of the most important showcases today.
The first quarter of 2023 arrives, as every year, with a new edition of the great game of the National Football League (NFL), the flagship sport in the United States and, also, one of the most popular sports in Mexico.
Official data from the NFL Mexico have reported that, currently, there are already 45 million Aztec fans of American footballplacing itself as the second most watched sport in our country, only surpassed, of course, by soccer and Liga MX.
To mention an example, in 2021, in a year where the pandemic was still part of the language and daily habits of society globally, the game between Kansas City Chiefs and Tampa Bay Buccaneers was seen by more than 10 million viewers in Mexicowhich is equivalent to approximately 8 percent of the total Mexican population, this, according to data from Nielsen IBOPE.
Car companies, the top earners in Super Bowl
In sports terms, without a doubt, the NFL and the Super Bowl are gaining ground more and more, to a large extent, thanks to figures like Tom Brady and others who are already part of popular culture in some countries.
On the other hand, in terms of marketing and advertising, we talked about the “Super Bowl” being one of the biggest windows. In fact, at the end of last year, it was revealed that 95 percent of the advertisements had already been reserved, which, by 2023, They have been paid in up to 7 million dollars, which would mean a new record for the broadcast of the final game of the NFL.
And, ultimately, the Super Bowl is one of the most relevant television events of the year for brands to convey their message to a large audience in the United States. To mention one example, in 2021, around 91 million residents of the country of Stars and Stripes watched the game, with advertising revenue amounting to around $485 million.
By 2022, taking advantage of the large commercial window of the event, data compiled by the analysis company EDO indicates that four of the eight main ads that aired at the Super Bowl were created by automobile manufacturers.
As shown in the chart posted above, Polestar, KIA Motors, Nissan and Toyota achieved significant positioning during the NFL game broadcast.
What will happen to the 2023 “Super Bowl”?