Super Bowl ad breakdown; Valentine’s Day trends

Plus: TikTok encourages searches [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis FEBRUARY 13, 2024 Super Bowl LVIII was TV’s [biggest night since the moon landing]( according to CBS. It turns out all it takes to get people watching live TV are two excellent football teams, an alternative broadcast for kids, and live reactions from one of the most famous pop stars of all time. Was this email forwarded to you? Sign up [here](. TOP STORY [Super Bowl ads: Hits and misses included a blend of nostalgia, humor, and celebrity overload]( The Super Bowl once again served as the ultimate platform for brands to present their most innovative and engaging commercials. With a steep $7 million price tag for a 30-second spot, advertisers embraced safety, nostalgia, and the undeniable allure of celebrity endorsements while subtly navigating the realms of politics and social commentary. [Keep reading]( NEWS AND VIEWS [TikTok encouraging more searches with shortcut and AI]( Our view: More searches on TikTok could make its search ads more valuable. These changes also emphasize TikTok’s potential as a search engine, which may eat into Google’s traffic. [TV, search inseparable during Super Bowl, Google and YouTube data show]( Our view: Trending searches included the cost of a Super Bowl ad and when the Budweiser Clydesdales would make an appearance. [Super Bowl search trends]( can offer some insight into the impact ads really had. [In battle with X, Threads gets trending topics where politics will be allowed]( Our view: Threads has avoided political and news content, which are two major features of X (formerly Twitter). By introducing “topics,” Threads is putting itself more in line with X, which could inspire more users. That said, news content could pose a brand safety risk for those using Threads. ANALYSIS [From Sweethearts to situationships: 2024 Valentine’s Day trends]( Valentine’s Day is tomorrow (a helpful reminder), and ahead of the romantic holiday, Sweethearts put out a collection of “situationship” hearts with “messages as blurry as your relationship.” The candies are targeted at Gen Zers in an aim to get buy-in from consumers who may not be head over heels for celebrating Valentine’s Day. Love is blind: Valentine’s Day isn’t only for romantics. Some 60% of US adults believe the holiday is for both romantic and platonic relationships, according to YouGov. Brands should see that as an opportunity to reach young, single, or not-quite-committed consumers in creative ways this Valentine’s Day. [From Sweethearts to situationships: 2024 Valentine’s Day trends]( [Keep reading]( THINGS TO KNOW 🤖 [Who makes money when AI reads the internet for us?]( 🦾 [Google Ads expands generative AI capabilities for automatically created assets]( 👀 [You almost never saw the most famous Super Bowl ad of all time]( PODCAST [Behind the Numbers: The Daily]( How Amazon was able to sell more, its new AI shopping assistant, and just how large is Amazon’s ad business? Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by StackAdapt. [Listen in]( THE BIG QUESTION Influence of love: What do consumers say inspires Valentine’s Day shopping choices most? A) In-store displays B) Friends and family C) Deal aggregators D) Retail websites E) Social media influencers [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](