To save the US popularity! Temu spent tens of millions of dollars to appear in the Super Bowl again

Confirming previous news, Temu will appear again at this year's Super Bowl.

According to foreign media reports, in this year's Super Bowl ad, Temu once again used the theme of "Shop Like a Billionaire" and continued the orange color tone of the Temu APP as a whole. However, unlike last year's highly impactful advertising strategy, Temu chose a softer animation style this year, bringing consumers a gentler and more comfortable experience.

It is worth mentioning that Temu ran six brainwashing ads before and during the Super Bowl this year, and also provided gifts worth $10 million. Some media analysts said that Temu's advertising investment in the Super Bowl may be as high as tens of millions of dollars, and a 30-second ad spot on Sunday night alone cost about $7 million.

These six ads also sparked widespread discussion on social media, with countless American users "breaking down and shouting" on X: How many times do we have to watch the Temu ad during the Super Bowl?!

Some foreign media also joked that Temu hopes consumers will "shop like billionaires" and it itself will "spend money like a billionaire."

Why is Temu investing more in the Super Bowl this year than in 2023? Perhaps it has something to do with the waning enthusiasm of American consumers for Temu.

According to data tracked by Bloomberg's Second Measure, Temu's sales fell 12.5% ​​month-on-month in December and 4.8% in January, a sharp drop from the growth rate of more than 50% in mid-2023. In contrast, overall retail sales in the United States showed an upward trend in December.

Second Measure's data also mentioned that the number of American consumers shopping on Temu is also declining, and a Morgan Stanley survey at the end of January also found that nearly a third of users planned to reduce the number of purchases on Temu in the next three months.

Fortunately, Temu's investment in the Super Bowl has initially shown results. Google Trends data shows that Temu's online searches surged when the Super Bowl ads were broadcast. This is the first increase in Temu's searches since early July.

Tom Grant, vice president of research at mobile intelligence company Apptopia, also said in an interview that Temu's downloads on Super Bowl Day increased by 34% compared with the day before, which was the fastest daily growth record since November. Grant also mentioned: "Temu also continues to lead other companies in terms of advertising spending and attracting new users."

However, Temu's high investment in Super Bowl advertising is not without risk. After all, investment is for returns, and it is still unknown whether this investment can meet the company's expectations.

There are also reports that for Temu, this year's Super Bowl is not only a way to boost its profile again, but also a strategic move for the company to regain its position as a leader in the technology industry.

It is worth mentioning that according to Second Measure data, Temu's sales in January increased by 805% compared to January 2023, far exceeding Amazon's 1.7% growth.

Temu

USA

Super Bowl