5 Trends You’ll See In This Year’s Super Bowl Ads

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Are you ready for the Super Bowl…ad breaks? We’re looking at the major marketing trends we already know you’ll see during the game—and how they might shift the scores of brands using them…

As young consumers have increasingly cut the cord, and vanished from major network’s viewer numbers, the focus on Super Bowl commercials has actually increased. It might seem a contradiction, but it actually makes sense. Here is a rare occasion when many of those highly-desired Gen Z and Millennial eyes are actually guaranteed to be pointed at a TV screen, live, without the ability to skip or fast-forward through an ad. According to YPulse data, 67% of 13-35-year-olds watched or followed the Super Bowl in 2018—and the ads are a big part of their game time engagement. As Burger King’s global chief marketing officer told Adweek, “We all know that there aren’t too many occasions during the year when people are looking forward to seeing ads. The Super Bowl is one of those.” It’s also an occasion when ads can truly influence their opinion of brands, and their intent to buy: 34% of 18-35-year-olds told YPulse they purchased a product or service because of a 2018 Super Bowl ad they saw.

YPulse will be monitoring young consumers’ sentiment about before and after the big game to see who scores the most points among next generation consumers in our Brand Tracking the Super Bowl report. Our youth brand tracker has collected nearly 70,000 interviews with 13-39-year-olds so across the last year, tracking over 550 brands across a variety of variables, including personality, momentum, influence, and relevance. Using that trended data, we’ll be able to see how the Super Bowl spots impact what brands are talked about, considered cool, and, yes, which are more likely to be purchased.

Luckily, we don’t have to wait…

 
 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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