As is traditional, let's start with an explanation. The Super Bowl is the final championship game of the US National Football League and basically the main event in the sports world of that country. As the match always attracts a lot of attention, advertising between the games is extremely expensive. Despite this, many cryptocurrency companies still created new commercials and showed them to the world.


The real hit of the show was advertisement of cryptocurrency exchange Coinbase, which was a moving QR code. Those who registered using it got additional $15 in bonuses.

However, due to the influx of users, the exchange eventually went offline. In addition, there were then problems with the authorship of this video, which we wrote about in detail.

Despite the hype, the platforms’ attempts to attract new users failed. At the very least, this is evidenced by the statistics that were published the day before.

Cryptocurrency ads on the Superbowl

The Super Bowl 2022 saw a 16 per cent increase in views compared to last year, causing the championship final to be watched by an average of 112 million viewers across all platforms. Because of the wide viewership and demographic reach, Super Bowl ads have become a cultural phenomenon in America in their own right. Marketers see it as an opportunity to create cinematic masterpieces to achieve their customer acquisition goals.

Read also: Legendary hedge fund 'seriously interested' in crypto industry. What's the reason?

A Super Bowl ad campaign is very expensive. A 30-second commercial in 2022 cost around $6.5 million. Cryptocurrency companies saw the event as an opportunity to drive adoption of cryptocurrencies and increase awareness of their brands. The firms did their best to stand out from the competition.

A still from a commercial with Larry David

Many celebrities like basketball star LeBron James or comedian Larry David could be seen in the commercials. However, more than two months passed and the marketing team was still not able to give a good account of the situation. According to Noel Acheson, head of marketing at Genesis Trading, the reason for the failure lies in the “volatility in global markets”:

We haven’t seen a noticeable influx of investors into crypto since the Super Bowl promotion. Trading volumes are low because of instability in global markets.

In other words, even if new users of various crypto platforms had a lot, over time they stopped trading and investing in coins. The reason is the prolonged correction in the cryptocurrency market. Bitcoin, which collapsed 16.4 per cent in the last month, is a case in point. Etherium slumped 12.7 per cent in a month. Naturally, newcomers to the crypto world are not happy about this - and they simply pass by the market.

Right now, the situation in the industry is very unfavourable for any predictions. On the one hand, the economies of many countries are prone to big inflation after the COVID-19 pandemic, reports CryptoSlate. This is forcing people to close their trading positions and try to save dollars.

On the other hand, the geopolitical conflict between Russia and Ukraine is taking its toll on oil, agricultural products and gas markets. Therefore, we should expect a short-term surge of interest in BTC only after the course of stabilisation in the world is outlined.


We believe that such expensive advertising for cryptocurrency companies could really end up in financial losses, considering the volume of attracted clients and earned commissions on their deals. However, it was impossible to predict this development in the world, so the crypto giants did the right thing. Hopefully, things will return to normal soon, and investors' interest in relatively risky digital assets will eventually come back on track.


What do you think about it? Share your opinion in our Millionaires’ Crypto Chat. We’ll discuss other important news related to the blockchain industry there as well.