Super Bowl 2023: The Impact on Brands in Fashion, Beauty, and Luxury

Céline Sabbagh

Being one of the most anticipated and watched sporting events in the world, Super Bowl 2023 did not disappoint. Each year, the event gives brands an opportunity for exposure in front of a huge audience that reaches beyond just football fans. In this article, we are looking into the final figures, to see how much success did the Super Bowl drive for brands and voices featured within the event.

How Important is The Super Bowl for Brands?

Overall, the Super Bowl generated an impressive $550M in Media Impact Value™, up $30M from the previous year. The National Football League (NFL), hosts of the annual final playoff game, were the top voice for the event, with a total of $15.6M in MIV®.

However, second top voice belongs to influencers, who continue to leverage their persuasive powers. Kristy Sarah, known and loved for her comedy TikToks and Reels, has been ranked second strongest Voice of this year’s event, generating an impressive $52.7M in MIV®. Her video parodying Rihanna’s dancers’ moves from the half-time show generated $896K in MIV®, positioning it as the top performing influencer placement throughout the event. DJ Khaled was the most impactful celebrity voice of the event, garnering $1.6M in MIV® through engaging video content on his Instagram account.

Breaking Down Rihanna's Super Bowl Performance

We simply cannot talk about this year’s Super Bowl without mentioning Rihanna’s performance during the half-time show, which was full of surprises. The singer used this opportunity to announce her second pregnancy, which generated huge media buzz even weeks after the event. Rihanna showed up despite being pregnant and set an empowering example for women all over the world. By featuring her own brand, Fenty Beauty on stage, she generated a total of $11.3M in MIV® for the brand in the week after the event. As for her lingerie brand, Savage x Fenty had garnered $4.2M in MIV® in the same following week. Known for her street-inspired fashion sense, Rihanna’s performance outfit was a head-to-toe red custom jumpsuit, paired with an Alaïa puffer coat, and MM6 x Salomon sneakers.

Super Bowl being an immersive experience, offers multiple moments where brands are competing for viewers’ attention, one of them being television commercials. This year, E.l.f. Cosmetics has used the momentum of the widely popular series ‘The White Lotus’ starring Jennifer Coolidge, and directed by Mike White, the show’s creator. The ad promoting their Power Grip primer has garnered the brand $578K in MIV® worth of discussions. Another exciting Super Bowl ad celebrity appearances were made by Snoop Dogg and Martha Stewart in the Skechers commercial for their slip-in sneakers. The advertisement earned the brand $874K in MIV®.

The Super Bowl continues to provide huge publicity for brands, including those in the fashion, luxury, and beauty industries. As our data indicates, being featured in the event can guarantee visibility, that lasts weeks after the event, for both brands and voices involved. Because of an increased interest in the topic of the Super Bowl, influencers and content creators are given an opportunity to create content, with higher chances of going viral. That being said, we are looking forward to Super Bowl 2024, and are excited to see what other sports entertainment events will offer throughout this year.

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