Revealed: How Effective Crypto Ads at Super Bowl Were
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Revealed: How Effective Crypto Ads at Super Bowl Were

8 месяцев назад

Major trading platforms spent tens of millions of dollars on primetime TV spots — and data from The Harris Poll some exchanges did a better job of making a lasting impression than others.

Revealed: How Effective Crypto Ads at Super Bowl Were

Содержание

The barrage of cryptocurrency adverts at the Super Bowl raised awareness about digital assets — but didn't necessarily make American consumers more likely to buy them, according to new research.

Major trading platforms spent tens of millions of dollars on primetime TV spots — and data from The Harris Poll some exchanges did a better job of making a lasting impression than others.

Consumers who watched adverts during the NFL game were asked to name which crypto brands they remembered seeing. Crypto.com (which had a commercial starring LeBron James) came out on top with 34% — while Coinbase and FTX languished behind on 25% and 21% respectively.

In some ways, Coinbase's score is understandable because of how its 60-second spot focused on a QR code bouncing around the TV screen, with its logo only briefly appearing at the end. To compound the problem, many of those who scanned the code struggled to access the exchange's landing page because servers were overloaded.

FTX, which presumably spent big bucks tapping Larry David to star in its ad, might be disappointed with its score — not least because this was accompanied by a huge giveaway that encouraged viewers to retweet the video on social media.

The Harris Poll's findings also show that some exchanges have enjoyed a "major victory" after seeing levels of brand awareness shoot up in the aftermath of the Super Bowl. The percentage of consumers who have heard of Crypto.com rose by 4.4%, while FTX enjoyed a 6.4% bump. Those who authored the research explained:

"This could be a major victory for Crypto.com and FTX, as the cryptocurrency space is becoming increasingly saturated by up-and-coming brands seeking to capitalize on the new market."

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Worth the Money?

Of course, crypto exchanges primarily snapped up ads with a view to encouraging consumers to start using their services. But according to The Harris Poll, there's been little change in the number of people who say they are possibly or absolutely likely to use these brands in the future.

Overall, Coinbase is the most popular exchange in the U.S. — and data suggests that it is used by 26% of adults. Robinhood is on 21%. Crypto.com and FTX — who have both spent millions of dollars on big-name sponsorship deals for sports arenas — lag behind on 16% and 3% respectively.

Zooming out, 93% of adults now say that they are aware about cryptocurrencies — and 28% have now entered the market, compared with just 7% in June 2021. Interestingly, 12% of respondents said that they had previously traded cryptocurrency but don't anymore — a sign that some may have been disillusioned after the fall in prices we've seen in recent months.

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