Temu splurges on Super Bowl ads for the second year in a row
Asia Business Daily - February 15, 2024
Today’s read: Temu splurges on Super Bowl ads for the second year in a row
Pinduoduo owned e-commerce app Temu caught everyone’s attention this past weekend due to a big event. I’m not talking about the Lunar New Year, I’m talking about one of the biggest sports days in the United States - the Super Bowl. Temu had launched in September 2022 and surprised everyone with an ad spot in the 2023 Super Bowl. Since then, the app has become the most downloaded app in the U.S. and expanded to over 15 countries including the UK, Mexico, Germany and more.
This year, Temu decided to allocate more of its USD 3 billion marketing budget to Super Bowl commercials - airing the ad 3 times during the game and 2 after the game. It’s estimated that one ad cost around USD 6.5 - 7 million per 30-second spot. The tagline remained the same as last year - ‘Shop like a billionaire’, but they changed the pronunciation from “tee-moo” to “teh-moo”. Prior to the commercial, the number of Temu users and online searches had been declining, but after airing, the app became the second-most downloaded on the Apple store.
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