Monday, February 14, 2022
1. Poor Mattresses Mack wakes up this morning down $9.5M. That’s gotta suck. But I have a general life rule that keeps me for feeling too bad for him. Never feel bad for a guy who is worth at least 9 figures when he loses 7 figures. Suck it up Mack!!
2. The illustrious Super Bowl has come and gone. I was happy. Not disappointed at all, really. Felt like a kid in the candy store. The game was all we could ask for….a close match up of two teams, sure. But more importantly, IMO, filled with deserving veteran players who have yet to fulfill the dream they’ve been chasing since a young kid. Tip of the hat to all of those people. And two hat tips (if that wasn’t a thing, maybe it is now) to Dr. Dre and the dream team. Best half time show I’ve witnessed. Amazing. And all of this was almost as impressive as the Rock’s biceps. Da damn!!
3. Now, to what really matters in the Super Bowl....THE COMMERCIALS!!! I for one have always loved to watch each of these 30 second spots. Something I definitely go into the game excited about. In 2022 commercials costs between $6.5M-$7M for a 30-second ad. (I suppose NBC is claiming inflation pressure as well.) But brand advertising and exposure is about way more than just paying too much for tv commercial spots. In-game exposure may be the latest trend no one is talking about. It’s arguably way more important. Some fun facts to hold you down and perhaps open your eyes to how companies are targeting you without you realizing.
- Brands received $170M of in-game exposure (which is +0.5% vs ’21 and + 19% vs ’20)
- Brands received more than 75 minutes of on-screen time in this year’s game (which is -28% vs ’21……..and seems understandable given NFL had full capacity this year with no pandemic restrictions)
- Companies with most exposure yesterday in order:
- Nike (with 46 minutes…..valued at $161M)
- Pepsi (with 9 minutes…..valued at $31.5M)
- Bose (with 8 minutes…..valued at $28M)
- Toyota (with 3 minutes…..valued at $10.5M)
- Verizon (with 3 minutes…..valued at $10.5M)
- New Era (with 3 minutes…..valued at $10.5M)
- Sofi (with 1 minute…..valued at $10.5M)
- Maybe there’s too much focus and attention given to these commercials. I don’t believe they’re going away, but it could slowly become old currency when it comes to advertising. The most exposed brands may be flying under the radar for the moment with few reaping the benefits. Similar to Crypto, I think we’re just starting to scratch the surface with this.
4. The United States men's ice hockey team secured its first victory in 12 years against Canada at a Winter Olympics on Saturday, leading to comparisons to the "Miracle on Ice" team of 1980. Beating Canada 4-2 and made up of so many college players, 15 to be exact. Ironically it’s team largely made up of college players beat the Russians 4-3. Yes, I’m poking the bear by always coming back to Russia. But I can’t resist. And I can’t allow Rocky to have sustained brain injuries for nothing.
5. I end with this. Happy Valentine’s Day my people!! It is a day typically filled with love, laughter, flowers and beauty. So I’d like to dedicate this last post to the beautiful Melania Trump. Not only is she a beautiful fashionista, but also an artistic business women. She recently created (or had someone create) a special First Lady NFT that was minted and sold on the Solana network back in mid January. It actually sold for 1,800 SOL…..or around $180,000! IMPRESSIVE!! Until of course a month later it was confirmed the person who purchased it…..was Melania Trump. Classic Melania finding herself in these awkward situations. But I’m more perplexed if she’s really just dumbs as rocks or a brilliant marketing maximalist. Given I’m still talking about her, perhaps it’s the latter??