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Super Bowl Sunday!

Inside.com Part of   Network February 12, 2023

Today is Super Bowl Sunday, and in honor of the big game, today's issue will be Super Bowl-themed.  There are over 100 million people that will watch the Eagles and Chiefs today, and while the game is the main attraction, the Super Bowl is also a major business event with millions spent on advertising. This year, a 30-second ad costs just over $7M in addition to the millions spent on actors, marketers, directors, production, and more.  The return on investment for Super Bowl ads is a highly controversial topic. Many firms like FTX last year or Apple in 1984 rely on Super Bowl ads to completely reposition their brand in the eyes of the public. For Apple, it led to unprecedented growth and the creation of the world's most valuable public company, while for FTX, it led to skepticism, investigations, and, months later, bankruptcy.  Today we are going to be looking at how the advertisers from last year's Super Bowl performed over the past 12 months. The newsletter will be broken up by industry so that you can judge how this year's ads may perform over the next 12 months.  Liam

Consumer Cyclicals Carvana (NYSE: CVNA) is down 90% in the last year.  Vroom (NASDAQ: VRM) is down 83% in the last year.  GM (NYSE: GM) is down 14% in the last year.

Consumer Services AMC (NYSE: AMC) is down 57% in the last year.  Expedia (NASDAQ: EXPE) is down 40% in the last year. Paramount (NASDAQ: PARA) is down 36% in the last year.  DraftKings (NASDAQ: DKNG) is down 20% in the last year.  Planet Fitness (NYSE: PLNT) is down 10% in the last year.  Booking Holdings (NASDAQ: BKNG) is down 5% in the last year.  Yum! Brands (NYSE: YUM) is up 9% in the last year.

Consumer Non-Cyclicals Amazon (NASDAQ: AMZN) is down 36% in the last year.  PepsiCo (NASDAQ: PEP) is up 3% in the last year.  Kellogg (NYSE: K) is up 4% in the last year.  Walmart (NYSE: WMT) is up 5% in the last year.

Technology Fiverr (NYSE: FVRR) is down 48% in the last year.  Monday.com (NASDAQ: MNDY) is down 37% in the last year.  Alphabet (NASDAQ: GOOGL) is down 27% in the last year.  Intuit (NASDAQ: INTU) is down 20% in the last year. Salesforce (NYSE: CRM) is down 18% in the last year Meta (NASDAQ: META) is down 16% in the last year Microsoft (NASDAQ: MSFT) is down 10% in the last year.  Netflix (NASDAQ: NFLX) is down 8% in the last year.

Miscellaneous Industries Coinbase (NASDAQ: COIN) is a finance company and is down 65% in the last year.  Hologic (NASDAQ: HOLX) is a healthcare company and is up 22% in the last year.  T-Mobile (NASDAQ: TMUS) is a telecommunications company and is up 15% in the last year.

In addition to the regular considerations around the potential return on investment for running a Super Bowl ad, there are numerous additional considerations this year. Some brands like Toyota are not running ads for the first time in over five years due to the current economic circumstances.  Some companies have already received backlash for spending millions on Super Bowl ads while simultaneously laying off significant portions of their workforce.  At a time when money is tight in the economy, and consumers are increasingly cost-conscious, the benefits of Super Bowl ads this year will be interesting to study. It seems more investors will be building investment theories based on how companies treat the Super Bowl, as it can be indicative of their priorities and strategies moving forward.

NOTE: Inside.com newsletter, event, and website content reflects the opinions of only the authors who are associated persons of Inside.com and do not reflect the views of Inside.com. This content is for informational purposes only, and is not a recommendation of an investment strategy or to buy or sell any security, digital asset (including cryptocurrency) in any account. The content is also not a research report and is not intended to serve as the basis for any investment decision. The content is not legal advice. Any third-party information provided therein does not reflect the views of Inside.com. All investments involve risk including the loss of principal, and past performance does not guarantee future results.

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Liam Gill is a founder, lawyer and investor. He previously founded Fumarii Technologies, which became a top 20 ranked cloud computing service (Yahoo Finance! 2019) valued at over $30M. He holds an LLB Laws (UK), MSc Management and Master of Laws and currently practices law in Vancouver, Canada.   Editor Aaron Crutchfield is based in the high desert of California. Over the last two decades, he has spent time writing and editing at various local newspapers and defense contractors in California. When he's not working, he can often be found looking at the latest memes with his kids or working on his 1962 and 1972 Fords.

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