The Super Bowl is the highest-rated sports event in the U.S. for more than a decade and is watched by more than 100 million people every year. Most companies are advertising for the Super Bowl due to the high cost of advertising. Chinese online shopping mall Temu appeared in the NFL Finals commercial this year, the largest sports festival in the U.S., following September 2022. It has already held its second Super Bowl commercial. At this year’s Super Bowl held on the 11th (local time), a total of five advertisements (three interim advertisements and two after the game ended) were held and coupons and prizes worth $15 million were offered. This year’s Super Bowl advertising costs between $6.5 million and $7 million per 30 seconds. A year ago, Temu saw a big boost in Super Bowl advertising. Last year, it ranked No. 1 in downloads in the U.S. mobile app market and No. 8 in the world. In January this year, the number of monthly active users reached 51 million, up 300% year-on-year. Temu is pouring huge amounts of marketing money to overcome Amazon based on its growth. Temu’s marketing expenses amounted to $1.7 billion last year, and this year it is estimated to be $3 billion.
However, Temu’s situation is different from last year. It points out that Temu’s marketing costs are excessive, increasing the company’s losses. Temu’s sales are still heavily dependent on advertising and marketing budgets.” Growth in the U.S. market has slowed. In the U.S. market, growth has slowed.
Now that they’ve made it known as Temu, they’ll have to find a way to keep consumers rather than excessive marketing costs.
SALLY LEE
US ASIA JOURNAL
