Our review of Superbowl 2023 promotional activity highlights several key promotional shifts vs. last year. The full report is available below, but highlights include:
Total Alcohol ad blocks decreased 4% vs last year, but there were increases in ad blocks for Domestic Beer, American Whiskey, and RTD Cocktails.
Frozen Pizza and Snacks saw increases in ad blocks vs last year, which was driven by National Brands – increasing 4x vs. Private Label.
Digital promotions continue to increase. The key Super Bowl categories increased digital promotions by 47% on average vs. last year.
We hope this analysis provides useful insights that you can leverage for upcoming planning. If you’re looking for more insights around holidays check out Numerator’s 2023 Holiday Preview which details how shoppers plan to celebrate, where they’ll shop, what they’ll buy and how much they intend to spend for 14 major US holidays through the end of the year.
