The Super Bowl is the ultimate clash of sport, advertising, and music.
According to research by music and entertainment data firm Luminate, music listeners and sports fans are two of the biggest overlapping consumer groups.
“Music listeners in the U.S. who identify as sports fans listen to music 14% more than the average U.S. music listener,” Luminate chief executive officer Rob Jones told ADWEEK.
This bodes well for brands looking to capitalize on the Super Bowl’s massive audience by incorporating music syncs strategically into their ads.
The use of popular music in ads has more than doubled in the past decade, per research from Kim Whitler, associate professor of business administration at the University of Virginia’s Darden School of Business. It’s no wonder why: ads featuring music score an average of 5% higher in consumer sentiment rankings, she said.
Whether through the halftime show or the ads, Super Bowl 59 delivered many musical moments to remember throughout the night.
ADWEEK rounded up the top 5 below.
1. Kendrick Lamar’s halftime performance
Lamar made history as the first solo hip-hop artist to headline a Super Bowl halftime show.
The Compton rapper performed a mix of hits and deep cuts, from “Humble” to “DNA.” He was also joined on the field by special guests including Samuel L. Jackson, SZA, Mustard, and Serena Williams.
Several brands tapped into the buzz of Lamar’s performance. Buick, Nike, Converse, Heinz, and Lamar’s creative firm pgLang appeared during the Apple Music-sponsored performance. PgLang, which Lamar co-founded in 2020 with his manager and longtime friend Dave Free, creative directed the performance.
