Brands are still finalizing their ad strategies for Super Bowl 2023 but Twitter, which historically has been at the center of real-time conversations during the Big Game, is not in everyone’s lineup, according to ad leaders. In fact, Twitter is having trouble convincing advertisers to buy ads for the game.
“For Super Bowl, we’ll have no paid activity on Twitter,” said one creative advertising executive who is running the playbook for a marquee brand with a Super Bowl commercial. Typically, this brand would spend hundreds of thousands of dollars on Super Bowl with Twitter, but not this year, even as Twitter’s ad sales team dangles half-price ads.
Since the World Cup in December, Twitter has offered to match advertisers’ ad spend, up to $250,000, according to advertising leaders, meaning the brands would get double the views. The ad discount is a sign of the struggles that Twitter has been having since Elon Musk bought the company in October.
Twitter declined requests to comment.
“We’re not expecting a ton of advertisers to go back to Twitter,” said another ad exec, even with the discounts. That appears to be the mood among executives at major media holding companies, independent ad agencies and boutique digital firms, who often are the gatekeepers of brands’ ad dollars.
Advertisers are hesitant about Twitter at a time when they would typically be preparing to use the platform to engage with consumers—and other brands—on Super Bowl Sunday. Brands will still be on Twitter, but many of the strategists behind the campaigns said they are looking at other platforms too, including TikTok, Reddit, Snapchat and YouTube. Brands don’t necessarily see a replacement yet for Twitter’s unique energy around Super Bowl discussions, but they are placing bets on other sites.