Amazon’s 2022 ‘Mind Reader’ All-Time Most-Expensive Super Bowl Ad at $26 Million

Heading into Sunday’s Super Bowl LVII, many of the telecast’s more than 100 million viewers will be watching the commercials as much as the game between the Kansas City Chiefs and Philadelphia Eagles.

New analysis from TradingPedia found that last year’s Super Bowl LVI Amazon ad “Mind Reader” is the most expensive commercial ever aired during the annual NFL championship game. Amazon paid $26 million for the 130-second commercial (based on $6.5 million per 30 seconds), which featured the real-life couple Scarlett Johansson and Colin Jost plugging Amazon’s cloud-based voice service Alexa as a mind reader, including injecting humor into the disadvantages artificial intelligence (AI) might play reading your thoughts.

While Amazon had three of the top 10 most-expensive Super Bowl commercials when including 2017’s “Before Alexa” ($16.8 million) and 2014’s “Not Everything Makes The Cut” ($15.6 million), General Motors and Cadillac round out the all-time podium with 2021 spots “No Way Norway” and “SissorHandsFree” — each costing $22 million worth of air time.

Peacock Streaming Service Added 4 Million Q1 Subs, Total Sub Base Reached 13 Million

NBCUniversal’s Peacock hybrid subscription streaming, ad-supported platform added 4 million paying subscribers in the first quarter (ended March 31), to bring its total paying base to 13 million. The service ended the period with 28 million active accounts.

The sub growth, combined with Warner Bros. Discovery’s HBO Max’s 3 million new subs, marks a strong contrast to the 200,000 respective sub loss at market leader Netflix.

Comcast CEO Brian Roberts, speaking on the fiscal call, attributed Peacock’s sub gain to the fact that the platform had live access to the 2022 Bejing Winter Olympics, Super Bowl LVI, the premiere of Will Smith-produced “The Fresh Prince of Bel-Air” reboot “Bel-Air,” and theatrical hit Marry Me, the romantic comedy starring Jennifer Lopez and Owen Wilson.

“These events were viewed by more than 200 million people in the U.S. across NBCUniversal’s platforms, including Peacock, which had an exceptional quarter,” Roberts said.

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Conviva: Super Bowl LVI Halftime Topped Gametime Viewership

New Conviva data from Sunday’s Super Bowl LVI showed that more people watched the halftime show than the actual game.

The halftime show at the game, in which the Los Angeles Rams defeated the Cincinnati Bengals, 23-20, in Inglewood, Calif., attracted an average minute audience that was 13.4% higher than the average minute audience during the game, with peak evening viewership coming at the end of the halftime show.

The show was a salute to Los Angeles and vintage hip-hop, focused on 1990s-era rap music from genre pioneers Dr. Dre, Snoop Dog, Mary J Blige and Eminem, among others.

With the game live-streaming on NBCUniversal’s Peacock platform, 78.4% of viewing occurred on televisions, with Roku, Samsung TV, and Amazon Fire TV accounting for 68.5% of big screen viewing share.

Conviva said viewers tuned in for a hefty 132 minutes per unique device, up 23 minutes over the 2021 game. In a single 24-hour period around the game, the Rams gained 291,700 followers while the Bengals gained 228,600. Notably, both teams gained over 100,000 followers on TikTok during that time.

For the fourth year in a row, Instagram took the lion’s share of Super Bowl social media engagements, but Twitter wasn’t far behind.

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As would be expected for a largely American audience, most viewers watched the big game on a television, as 78.4% of viewing was on the big screen, which includes connected-TV devices, smart-TVs and gaming consoles. Of that subset, connected-TVs came out on top with 38.4%, followed closely by smart-TVs at 33.5%, and gaming consoles at 6.5%. Mobile phones took 13.9% of viewing time, desktops had 5.4% share, and tablets came up last with 2%.

Super Bowl LVI Showcased Upcoming Hollywood Streaming Video Content

From NBCUniversal’s Peacock platform live-streaming to Netflix, Disney+ and Amazon Prime Video, among others, showcasing content, Super Bowl LVI Feb. 13 witnessed more than the Los Angeles Rams’ thrilling 23-20 comeback win over the Cincinnati Bengals.

The nation’s largest annual media event, which paid tribute to the Rams’ SoFi Stadium home’s close proximity to rap music’s roots in neighboring Compton with a halftime show featuring ’90s legends Snoop Dogg, Eminem, Dr. Dre and Mary J Blige, among others, saw Hollywood Studios and SVOD spend big to advertise upcoming movies.

Action-packed time-travel spectacle The Adam Project, co-starring Ryan Reynolds, led Netflix’s supersized movie preview. The streaming behemoth also rolled out sneak peeks of new 2022 movies headlined by Kevin Hart and Mark Walhberg (Me Time), Millie Bobby Brown and Henry Cavill (Enola Holmes 2), Daniel Craig (Knives Out 2), Ryan Gosling (The Gray Man), Jonah Hill and Eddie Murphy (You People), Jennifer Lopez (The Mother), Jamie Foxx (Day Shift), Charlize Theron and Kerry Washington (The School for Good and Evil), and Jason Momoa (Slumberland).

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Disney+ debuted an ad featuring actress/rapper/comedian Awkwafina sharing that the 2-year-old streaming service has the greatest movies and shows of all time — the GOATs, literally. The promo took viewers through the Disney+ offices, which were revealed to be the home of the GOATs from Disney, Pixar, Marvel, Star Wars and National Geographic. More than 30 goats in the promo represented many fan-favorite characters, including Captain America, Chewbacca, Cruella, Woody and Homer Simpson.

The streamer also highlighted upcoming series “Moon Knight,” featuring Oscar Isaac as an ex-CIA agent with multiple personalities. Disney also aired an ad for upcoming Marvel Studios superhero actioner Doctor Strange in the Multiverse of Madness starring Benedict Cumberbatch.

Amazon Prime Video released its first official teaser trailer for its highly anticipated new series, “The Lord of the Rings: The Rings of Power.”

The 60-second commercial offered viewers their first-ever audio-visual glimpses of J.R.R. Tolkien’s fabled Second Age, unveiling a brand-new legend from Amazon Studios and showrunners J.D. Payne and Patrick McKay set to begin streaming weekly on Sept. 2. Featuring a selection of characters from the ensemble cast — such as Elves, Dwarves and Orcs — and Arda-spanning environments, the teaser trailer took viewers on an action-packed journey filled with wonder and excitement in true cinematic splendor.

AMC Networks, which includes streaming platform AMC+, ran an ad showcasing its new Anne Rice series, “Interview With the Vampire,” the final seasons of “Better Call Saul” and “The Walking Dead,” “Killing Eve,” and pending anthology series “Tales of the Walking Dead.”

Universal Pictures streamed an ad showcasing two generations of “Jurassic” franchise stars, with Chris Pratt and Bryce Dallas Howard joined by Oscar-winner Laura Dern, Jeff Goldblum and Sam Neill for this summer’s tentpole release Jurassic World: Dominion, which the studio claims is a “bold, timely and breathtaking new adventure that spans the globe.”

Jennifer Lopez, Shakira Rank as Most-Watched Super Bowl Halftime Performance With 221 Million YouTube Views

Ahead of Sunday’s Super Bowl LVI between the Los Angeles Rams and Cincinnati Bengals, new data from Merchant Cash Advance found that the 2020 game’s halftime performance featuring Jennifer Lopez and Shakira generated the highest views, thanks in large part to the internet and post-game views on YouTube.

The duo’s racy dance/music routine generated 221 million YouTube views. The most popular solo performance was Lady Gaga in 2017, racking up 73 million YouTube views.

The Feb. 13 halftime performance will feature Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar performing at SoFi Stadium in Los Angeles.

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Super Bowl Performance Year YouTube Views
Jennifer Lopez and Shakira 2020 221,000,000
Beyoncé & Bruno Mars 2016 141,000,000
Lady Gaga 2017 73,000,000
Katy Perry 2015 62,000,000
Michael Jackson 1993 57,000,000
The Weeknd 2021 44,000,000
Beyoncé & Destinys Child 2013 42,000,000
Justin Timberlake 2018 27,000,000
Madonna 2012 20,000,000
Maroon 5 2019 18,000,000
Janet Jackson 2004 3,600,000
Bruno Mars 2014 2,400,000
Prince 2007 2,200,000
U2 2002 774,000
The Rolling Stones 2006 730,000
Stevie Wonder, Gloria Estefan and Big Bad Voodoo Daddy 1999 237,000

Jennifer Lopez and Shakira

The 2020 Super Bowl went down in history when the two Latina icons put on an unbeatable show and racked up an astonishing 221,000,000 YouTube views. Switching up the traditional American pop culture at the halftime show was a huge moment for Latinos in the United States, increasing the demand for bilingual Latin pop and opening the eyes of many. Following the day, “Hips Don’t Lie,” “She Wolf” and “On the Floor” were some of the most streamed hits following the event, with both artists seeing a huge spike in views.

Beyoncé & Bruno Mars

With 141 million views, the 2016 performance by Beyoncé and Bruno Mars wowed the audience as the powerful duo came together. Although each artist had previously performed at the Super Bowl in the five years prior, the collaboration saw new levels of energy and positivity in their joint performance. The final shot of the show featured fans in the stands spelling out “Believe in Love” in different colors, an iconic representation of the progress the country had made over recent years when it comes to inclusivity.

Lady Gaga

Taking the number three spot with her solo performance in 2017, Lady Gaga racked up 73 million views with 13 minutes of her hits. The memorable performance began with her appearing to jump off the roof of the stadium before blasting out into patriotic hits, swiftly changing costumes as she began performing some of her all-time biggest songs such as “Poker Face” and “Born This Way.” With no guest performers in sight, GaGa gripped the attention of her audience with her aim to “make you feel good,” dominating the stage before a final mic drop for a memorable exit.

Katy Perry

The second Katy Perry arrived on stage on a 20-foot robotic lion to sing her hit “Roar,” it was clear that the Super Bowl performance would go down in history! Racking up 62 million views following the 2015 show, the show continued to wow with an array of fiery costume changes, costumed dancers and original props. As Katy was performing her hits, fans were in for yet another surprise as hip-hop star, Missy Elliot, joined the stage to add yet another layer to the jam packed performance.

Michael Jackson

Taking us back to 1993, Michael Jackson’s performance stood out from the more recent Super Bowl’s, still racking up 57 million views even though the show was held almost 20 years ago. The King of Pop made headlines when requesting $1 million for his performance even though the NFL famously doesn’t pay their halftime performers, but they eventually settled on a donation and a 30-second TV spot on Jackson’s Heal the World Foundation. His show made some powerful points as 133 million tuned in to watch him perform hits such as “Black or White” and “We Are the World,” still remaining as one of the most watched halftime shows in Super Bowl history.

NBCUniversal Announces Super Bowl LVI TV Commercial Slots Are Sold-Out

Ahead of NBC Sports’ presentation of Super Bowl LVI on Feb. 13, NBCUniversal Feb. 3 announced that the NFL championship game between the Los Angeles Rams and Cincinnati Bengals is officially sold out of every in-game unit across NBC, Telemundo and all digital platforms, including Peacock, with only a handful of pre-game spots remaining.  

“From ‘Sunday Night Football’ to ‘Football Night in America,’ and through the playoffs, we’ve seen an increased appetite for fans to watch the NFL across all our platforms,” Mark Marshall, president of advertising  partnerships for NBCUniversal, said in a statement. “This multiplatform consumption has attracted even more advertisers who have the desire for the immediate scaled reach of sports.”

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NBCUniversal said the game will set a new unit rate average record for a Super Bowl, including multiple spots sold at $7 million for a 30-second spot. Every in-game advertiser will also run across NBCU’s Telemundo Super Bowl telecast as well as NBC Sports Streaming assets, including Peacock for the first time.  

The categories with the largest unit growth in this year’s Super Bowl compared with last year’s Super Bowl include automotive, technology, entertainment, travel, and health and wellness. The media giant said there are more than 30 new advertisers in this year’s Super Bowl compared to last year, representing about 40% of the total advertisers.  

NBC Sports’ presentation of Super Bowl LVI from SoFi Stadium in Los Angeles marks NBC’s 20th Super Bowl broadcast and the debut Super Bowl presentation on Peacock. In addition, Telemundo becomes the first-ever Spanish-language broadcast network to air the Super Bowl.