The global audience of the Super Bowl is not enough for crypto ads, Kraken exec suggests
This Sunday marks the annual Super Bowl LVIII, and there is a rumor in the crypto community that there will be no crypto ads this year, just like last year. However, an executive at crypto exchange Kraken suggests that the event's US-centric focus conflicts with its international plans.
Notably, the now-defunct crypto exchange FTX, which featured as the main advertiser during the 2022 Super Bowl, featuring comedian Larry David, collapsed after just nine months.
In the year On February 1, Cointelegraph reported that David regretted participating in the FTX promotion, encouraging viewers to “not miss the next big thing.”
“So I did it like a fool,” David said.
In a recent Fox Business report, Kraken's chief marketing officer Mayur Gupta emphasized the shift in crypto advertising, away from generating hype to educate the public about crypto's future potential.
“If the last wave of crypto marketing was about hype and FOMO (fear of missing out), this current wave of movement that brings financial freedom and the content and true value of crypto must be based on education and awareness. Inclusion.”
Additionally, Gupta pointed out that the Super Bowl caters primarily to an American audience.
He predicts that the next major wave of crypto users will come from international locations, suggesting the exchange's preference for events with a more global appeal.
“The Super Bowl is a very American-centric event, and the next wave of crypto users will come not only from America, but from all over the world,” he said.
Meanwhile, Reuters recently reported that the US federal government is working to increase international viewership of the Super Bowl this year.
Related: There is community speculation that Bitcoin ETF ads may appear on Google starting Monday.
It is said that the game will be broadcast in 190 countries, and the US Department of State will help organize viewing parties in 30 foreign locations.
According to data from Nielsen, the Super Bowl has reached more than 100 million viewers every year since 2010.
No place for bitcoin ETF ads during the Super Bowl…
Not a huge surprise given the expense (and small ETF expense ratios), but it would have generated *huge* buzz.
via @EleanorTerrett pic.twitter.com/kPAZ9i3zcW
— Nate Geraci (@NateGeraci) February 10, 2024
The United States Securities and Exchange Commission's (SEC) approval of 11 spot Bitcoin exchange-traded funds (ETFs) on January 10 led to speculation that some asset management firms were considering advertising to Super Bowl audiences.
However, BlackRock, the world's largest asset manager, has reportedly not secured any advertising slots for its spot Bitcoin ETF product.
Another recently approved applicant, asset management firm VanEck, recently shared on X that it would be positive not to see any crypto ads during this year's Super Bowl.
A Super Bowl with no crypto ads would be a good sign.
— VanEck (@vaneck_us) February 7, 2024
Cointelegraph recently reported that there will be no crypto ads for Super Bowl 2023, the first game following evidence of bankruptcy from several crypto firms and a market crash.
According to Paul Hardart, a marketing professor at New York University's Stern School of Business, “fun, humor and entertainment” could be the theme of Super Bowl LVIII ads, with a “noticeable shift” from artificial intelligence (AI). ) and crypto organizations.
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