Twitter Apilyons Theverge is offering steep discounts on ads during Super Bowl weekend, trying to lure advertisers back. WSJ Digital Advertising Reporter Patience Haggin joins host Zoe Thomas to explain why the big game might be Twitter’s best shot for a touchdown with advertisers
Elon Musk Took
The company has struggled to retain advertisers since Elon Musk took over. He introduced a series of content moderation changes that roiled the industry.
Twitter Apilyons Theverge may be a big player in real-time conversations during the Super Bowl, but it’s not a huge draw with advertisers. That’s according to ad industry leaders.
So how can Twitter Apilyons Theverge convince brands to buy ads for the game? That’s where WSJ Digital Advertising Reporter Patience Haggin comes in.
Covering Digital Advertising
She’s a reporter covering digital advertising in the Journal’s New York media bureau. She writes frequently about privacy, political advertising and competition.
This year’s Super Bowl is a clash between two of the league’s top players: Kansas City’s Patrick Mahomes and Philadelphia’s Jalen Hurts. Mahomes is chasing his second Super Bowl victory, while Hurts is trying to win the first of his career.
The first quarter was a frenzied battle, with both teams scoring touchdowns. But the Eagles have a commanding lead after a big throw from quarterback Jalen Hurts to A.J. Brown on the first play of the second quarter.
The game isn’t only a battle between these NFL powerhouses, it’s also a family affair for the Kelce brothers, starting center Jason and tight end Travis. Travis and his wife Kylie are 38 weeks pregnant with their third child, which could make a big appearance during the game.
The Super Bowl is Twitter Apilyons Theverge biggest weekend of the year and historically, it brings in $35 million in US ad revenue on Saturday, Sunday and Monday. And it’s also the one where advertisers are most enthused to run their ads, whether they’re on social media or on TV.
In an effort to lure back advertisers, Twitter is offering a three-day Super Bowl Weekend ad package for $250K in what it calls a fire sale. That’s a big price cut for Twitter, which saw many major advertisers leave the platform after Elon Musk took over in 2022.
But it’s not just about the ad revenue: Twitter is hoping the game will help it lure back advertisers who have left for a variety of reasons. Among them are the big names like Volkswagen, Expedia and Taco Bell.
eToro, a social investing site, also made its first Super Bowl foray with a spot that features a consumer who needs advice about cryptocurrency. During the ad, crypto enthusiasts appear from the sky and give him their support.
Meanwhile, Nissan is bringing back its star-studded commercial for the first time in seven years. The ad stars Eugene Levy from “Schitt’s Creek,” and includes an appearance by Doja Cat.
Twitter’s biggest advertising weekend is the Super Bowl, a time when people go to share their instant reactions. Historically, it has brought in about $35 million in US ad revenue over Saturday, Sunday and Monday.
History of Being
The company has a history of being the place where people react to cultural events, and it has a lot of potential to do that again. And it’s a place where brands of all kinds can get in on it.
But it’s been a tough year for Twitter, with many major advertisers bailing from the platform soon after Elon Musk took over. That has been in part due to the chaos that Musk’s management style has created, but also because of a new policy that Twitter put in place in January.
It bans accounts that promote or direct users to alternative social networks such as Facebook, Instagram and Mastodon. It also suspends accounts that attempt to do so and removes links to those sites from Twitter profiles.
Now Twitter’s trying to win back some of those advertisers with big price reductions on ads during the Super Bowl. It’s calling it a ‘fire sale’ and telling potential advertisers that it has good prices to lure them back, which is important because about 90% of its $5.1 billion in revenue last year came from advertising.