Super Bowl LIX Is The 'Buy-Now' Bowl

While the Super Bowl was once a haven for longer-term purchase decisions (automakers, insurance) and brand awareness, the name of the game has recently pivoted toward near-term purchases, as an iSpot analysis highlights.

Super Bowl LIX Is The 'Buy-Now' Bowl
Photo by Kelly Sikkema / Unsplash

A quick look at this year's list of Super Bowl advertisers reveals a pretty common theme: "Buy now."

While the Super Bowl was once a haven for longer-term purchase decisions (automakers, insurance) and brand awareness, the name of the game has recently pivoted toward near-term purchases, as an iSpot analysis highlights.

  • Candy and snack brands alone account for eight of this year's advertisers, with Totino's even calling out its price point in the full spot.
  • Beer also accounts for six ads this year, QSR and delivery have three apiece, and CPG contributes another 10 between additional food (beyond snacks/candy) and home good brands.
  • Even tech brands advertising during the event are aiming for immediate conversions; with sites like Homes.com and Fetch Rewards looking to drive visits and registrations with Super Bowl spots.
  • During last year's game, the overwhelming majority of ads saw positive purchase intent scores at 30% or higher – with numerous spots outperforming category norms by double digits.