What: PayPal Holdings will advertise in the next Super Bowl for the first time a 45 seconds spot scheduled to air during the first quarter of the game.
Why it matters: Through the spot, the company will introduce its “global vision for the future of money” and explain how the company plans to “empower people and businesses to move and manage money securely, efficiently and affordably”, now that PayPal has separated from eBay.
According to PayPal, the company has purchased a 45 seconds spot from CBS, the network that will broadcast Super Bowl 50 on Sunday, February 7, 2016, scheduled to air during the first quarter of the game. Most companies buy Super Bowl ads in 30-second or 60-second increments.
CBS is said to have requested from US$4.5 million to more than US$5 million for a 30-second commercial, according to ad buyers and other people familiar with the situation.
The PayPal announcement promises. In recent years, the ranks of the Super Bowl’s rookie sponsors have increased with small-time companies producing great commercials. Rookies accounted for 32% of the advertising in Super Bowl XLIX, according to data from Kantar Media.
Even though PayPal is not looking for big publicity, the fact that Super Bowl 50 will be broadcast from Levi’s Stadium in Santa Clara, California, close to Silicon Valley is appealing for the company which is based in San Jose. PayPal plans to use its Super Bowl ad buy for ‘more than a commercial’.The company will invest big bucks to introduce its “global vision for the future of money” in the 45-second commercial. According to Greg Fisher, the PayPal’s vp of global brand marketing, the ad will explain how the company plans to “empower people and businesses to move and manage money securely, efficiently and affordably” now that PayPal has separated from eBay.
Crispin Porter + Bogusky wil be in charge of the effort.
The Super Bowl ad buzz is already starting. Acura said it would return to the big game with a Mullen Lowe spot advertising its latest NSX supercar. Alas, Budweiser’s peppy pooch won’t appear, though the brand itself will take the field. Avocados from Mexico is also returning.The 2015 telecast drew 114.4 million viewers, making the game the most-watched TV broadcast in U.S. history.