Universal and Turkish Airlines Are Betting Big on Super Bowl Ads
Photo Credit: Universal Parks & Resorts will make a comeback to Super Bowl advertising after an eight-year hiatus. Pictured is a still from Universal's commercial that features retired NFL quarterback Peyton Manning. Universal Parks & Resorts
Skift Take
From what we've seen so far, travel brands with Super Bowl teasers are staying away from the culture wars and focusing on sending neutral messages with universal appeal. And while it's important to draw attention to certain issues, it's refreshing to watch light-hearted advertisements, too.
No one knows who will win Super Bowl LII on Sunday, but the handful of travel brands running ads during the game are betting millions of dollars that they'll score a swell of bookings and eyeballs during the annual most-watched TV program in the United States.
So far, teasers for ads from Turkish Airlines and Universal Parks & Resorts have been released (watch below) and there's speculation whether other travel companies that traditionally run ads during the Super Bowl, like Disney, will make a return.
As the New England Patriots and Philadelphia Eagles prepare for game time in Minneapolis, Minnesota in a few days, many Super Bowl viewers are likely more interested in watching the highly coveted ads as much as the game itself. It's that sentiment that some brands will capitalize on and hope for a big pay-off.
For the 2018 game, the average 30-second ad costs about $5 million. Some 110 million people are expected to watch the game in the U.S. and around the world, making it
