The final game for the National Football League championship in the United States is a de facto national holiday and a top-rated program on American television.
The Super Bowl was the first time crypto projects Coinbase, FTX, Crypto.com and eToro were advertised. Ads shown during halftime of the NFL playoffs are the most expensive in the world. In 2022, half a minute of screen time cost advertisers between $6.5 million and $7 million.
Cryptocurrency exchange Coinbase ordered a 60-second spot showing a QR code that redirected to the platform’s website and promised $15 for signing up and the opportunity to participate in a drawing of a larger sum. However, Coinbase’s website could not handle the traffic and was unavailable for several minutes.
Crypto exchanges FTX, eToro and Crypto.com featured more traditional ads. There were also cryptocurrency elements in commercials for Bud Light, a beer brand, and TurboTax, a tax filing service. The former announced the release of an NFT collection, while the latter offered tax help for crypto investments. The broadcast audience exceeds 100 million viewers worldwide.