LEE HUNT’S PROMO OF THE WEEK

Super Bowl Edition

Every year we see the hype around Super Bowl commercials, but the promos usually don’t get a mention. Here are the promo inventory stats for FOX, FOX Sports, FOX Networks Cross-Channel, and Competitive Cross (entertainment brands buying time in the game) in this year’s Super Bowl 6:30-11:00pm ET. Plus, a look at my top three promo picks.

Why I like these three spots.

Tubi, FOX’s streaming service, went out on a limb with these two promos. Both used Super Bowl tropes we’ve seen, and have worked, before. The first spot included larger-than-life creatures invading normalcy—in this case giant rabbits. I had no idea where the spot was heading, so when the rabbit threw viewers (spoiler alert) down the rabbit hole it made me chuckle.

The second spot appeared to interrupt FOX announcers with Tubi navigation. It had the desired effect, causing lots of viewers to scramble for the remote to get back to the game.

Disney+ had the only 90 second promo in the game for 100 years of Disney. (I know, technically it is for the Disney brand not Disney+, but since the only place you can find all that content is on Disney+ I think most viewers made that connection.) I often complain about streamers stringing together too many montages, but as usual Disney did a great job, not just because they are excellent promo makers (which they are!), but also because no one has as much emotional imagery and characters to work with as Disney.

Turns out my Super Bowl promo picks agreed with viewers. The Tubi spots drove more than twice as many Twitter mentions as any other Super Bowl brand. And System1, a platform that ranks ad effectiveness based on emotional responses, says Disney’s 90-second spot won the night,

Every month, CMOintelligence adds nearly 1000 new promos from more than 125 linear and streaming entertainment services to its promo library. At the end of each month, Lee Hunt selects and analyzes the best new promo strategies, tactics and creative for CMOi subscribers. Each week, CMOi publishes the best of those selects in Lee’s Promo of the Week.

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