Superbowl ads work except when they don't

Daily Data: Two L's for e-commerce and sports betting, but maybe a W for realtors?

In today’s dispatch:

• ecommerce superbowl ad fail

• sports betting superbowl ad fail

• e-realtor superbowl ad win?

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Daily Data: Superbowl ads work except when they don’t

Let me preface this with the disclaimer that this is more amusing than consequential, but ima roll with it.¹

Temu fail

The super bowl was a few weeks ago, but for those who watched, you may have noticed that Temu, the Chinese consumer app, bought a lot of ads. Five 30-second slots encouraging us to “shop like billionaires,” by availing ourselves of Temu’s plentiful discounts:

With a tagline urging consumers to “shop like a billionaire,” Temu’s ad features an animated shopper dancing her way through bargains ranging from 99 cents to $9.99 in price.

“The commercial marks the highlight of a Super Bowl campaign that featured more than $15 million in coupons and giveaways,” Temu said in a statement.

So, that’s like ~$20M in ads (conservatively), and another $15M in coupons.

And what did ~$35M in marketing get Temu?

Not a whole lot, at least according to transaction data (via Earnest):

Temu’s new customer acquisition super bowl fail

New customer revenue growth barely budged.

On the bright side, Temu’s ads (apparently) had the second-most social media mentions, according to Sprout Social.

Assuming that’s true, I’m calling bot-foul.²