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2023 Big Game Trends

Seasonal / January 17, 2023

One of the biggest times of the year for advertisers is The Big Game. Some people even watch The Big Game just for the advertisements rather than the game itself. In 2023, Big Game ads are expected to cost around $7 million just for a 30-second ad to air once.

In 2022 the prices of a 30-second Big Game ad were about $6.5 million, so $7 million this year is not surprising. What is surprising that many people may not know is over half of the content on YouTube about the Big Game is mainly about the ads rather than the actual game. It is always expected that a typical commercial ad during the Super Bowl to be expensive, but there are some unexpected trends that may arise for this upcoming Big Game.


Putting Advertising Money Elsewhere 

It was seen that during the 2022 Big Game, many big brands such as Coca-Cola and Chipotle chose not to participate. Coca-Cola decided to spend its ad budget on advertising for their existing sports sponsorships over the weeks following The Big Game rather than just for one 30 second ad during the game. In 2021, Pepsi and Budweiser also sat out of advertising during The Big Game to put that budget towards Coronavirus vaccination awareness. 

As this year’s Big Game approaches, many companies are likely to follow this trend and sit out the traditional advertising. As the price of a Big Game ad continues to rise, it is likely that more and more companies will decide against spending millions of dollars for one 30-second ad and either dedicate that money toward a good cause or toward a variety of marketing strategies over a larger period of time. 


New Companies Will Jump in to Fill the Spots

While many of the more established brands choose to sit out during The Big Game, there is now more space for new brands to come in and occupy those ad spots. This was the case during the 2022 Big Game as companies such as Irish Spring,, and Hologic had commercials running for the first time. As these well-known companies choose to spend their money elsewhere, The Big Game audience will most likely be seeing new companies for the first time. 


More Companies are Pushing for Engagement

As the popularity and accessibly of streaming increases, more people are watching from other devices. Viewers can watch The Big Game from their smartphones, tablets, laptops, and CTVs rather than the typical linear TV connection. This is something that marketers can take advantage of by challenging their audience to interact with a call to action or share their brand’s videos. YouTube is great for this because the ads run in real time with The Big Game. Many advertisers are taking advantage of the widespread popularity of streaming The Big Game and finding fun and creative ways to keep the audience engaged with their commercials. Doing this opens a whole new door for marketers to reach their audiences. 

VuePlanner’s technology can helps brands drive your Big Game strategy to your target audiences through the power of YouTube. It is not too late to execute a YouTube advertising campaign surrounding The Big Game.  Contact our team to get the ball rolling.