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: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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