Think twice before investing in Super Bowl advertisers. Here’s why

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New England Patriots fans erupt as the Seattle Seahawks Russell Wilson’s pass is intercepted at the goal line to ensure the victory for the New England Patriots in Super W 49.
Bob Berg | Moment Mobile | Getty Images

In a fragmented media landscape, events like the Super Bowl are prized by advertisers for the exposure they offer.

More than 100 million people are expected to tune in this Sunday when the Philadelphia Eagles take on the Kansas City Chiefs. Many watching the game will be just as attentive to the commercials as they are to the action on the field. These commercials are an institution in and of themselves, with the ads generating conversation for weeks ahead and days after the big game. Consumers might recall well-crafted Super Bowl ads years after their debut.

But capturing those eyeballs comes at a steep cost. This year, companies are paying about $7 million for a 30-second spot — and that’s just for the air time. Add on top of that the cost of hiring the talent needed to produce the ad, and the costs spiral even higher.

Advertisers come and go

The value of that spending can be fiercely debated. For companies that sell beer, chips or cars, the game is often an annual ritual. But other advertisers might come and go.

This certainly is true for the cryptocurrency companies that bought up airtime last year. Crypto exchange FTX had received accolades for its ad, which starred comedian Larry David as a time-traveling skeptic, pooh-poohing inventions from the wheel to the lightbulb. The commercial encouraged viewers not to doubt cryptocurrency. “Don’t be like Larry,” it said.

Months later, it seems some skepticism was warranted. FTX, now bankrupt, has collapsed in a scandal that is being investigated by federal prosecutors.

So does Super Bowl exposure truly help boost business? Going by the companies’ share prices, most didn’t have a great 2022.

Take Coinbase

Coinbase’s stock is down 64% since that evening. And the company said it won’t be back for this year’s game.

The Super Bowl ad curse

FactSet Universal Screening SymbolNameStock ExchangeSector/IndustryMarket ValuePrice change since 14/2/2022$ lost/made if invested $10,000Upside to avg PT (%)(%) Buy RatingCVNACarvana, Class ANYSEConsumer Cyclicals2,645.8-90.0-9,000.0-23.411.1VRMVroomNASDAQConsumer Cyclicals163.0-82.9-8, Global, Class ANASDAQFinance15,760.5-64.4-6,440.0-5.026.7AMCXAMC Networks, Class ANASDAQConsumer Services775.4-57.4-5,740.07.40.0FVRRFiverr InternationalNYSETechnology1,599.6-47.6-4,760.0-8.460.0EXPEExpedia GroupNASDAQConsumer Services18,598.2-39.6-3,960.05.146.7MNDYMonday.comNASDAQTechnology6,423.8-37.1-3,710.01.488.2PARAParamount Global Class BNASDAQConsumer Services14,696.1-36.0-3,600.0-14.924.1AMZNAmazon.comNASDAQConsumer Non-Cyclicals1,025,238.0-35.5-3,550.032.376.8GOOGLAlphabet, Class ANASDAQTechnology1,276,392.0-26.7-2,670.029.274.0DKNGDraftKings, Class ANASDAQConsumer Services14,875.7-20.4-2,040.013.948.4INTUIntuitNASDAQTechnology118,477.5-20.3-2,030.010.771.4CRMSalesforceNYSETechnology169,630.0-17.8-1,780.06.766.7METAMeta Platforms, Class ANASDAQTechnology475,590.5-15.7-1,570.08.856.9GMGeneral MotorsNYSEConsumer Cyclicals57,975.1-14.1-1,410.011.254.2MSFTMicrosoftNASDAQTechnology1,985,486.0-9.6-960.05.172.5PLNTPlanet Fitness, Class ANYSEConsumer Services7,456.9-9.6-960.011.688.2NFLXNetflixNASDAQTechnology163,366.5-7.5-750.0-3.542.2BKNGBooking HoldingsNASDAQConsumer Services94,067.4-4.7-470.0-2.050.0PEPPepsiCoNASDAQConsumer Non-Cyclicals235,808.72.7270.010.034.8KKelloggNYSEConsumer Non-Cyclicals22,934.13.8380.07.69.5WMTWalmartNYSEConsumer Non-Cyclicals378,145.34.7470.013.954.8YUMYum! BrandsNYSEConsumer Services37,019.48.3830.07.233.3TMUST-Mobile USNASDAQTelecommunications178,921.814.61,460.022.975.8HOLXHologicNASDAQHealthcare21,107.521.82,180.03.338.1
Source: CNBC; FactSet

Shares of online auto sellers CarvanaVroom

Of course, the steep declines of some of last year’s advertisers speak to broader declines in the market in 2022, with a number of tech names on the list faring the worst.

‘Not a good look’

Deb Gabor, CEO and founder of Sol Marketing, said given the high cost of advertising during the game, companies need to be mindful of the broader economy. For the most part they are, she said, citing Toyota

This year’s list of advertisers is filled with snack food and booze companies, she said. “People are going to need comfort,” she said. “And snack food and booze are one place they are going to find it.”

Gabor is watching Bay Area tech company Workday

Gabor said she’s not sure how Workday will leverage this multimillion dollar spot beyond the Super Bowl. However, she said, the company has attracted some bad press since word of the commercial came out around the time that it announced plans to cut about 3% of its staff.

“It’s not a good look,” Gabor said.

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