NFL Ads: Balancing Humor and Overexposure in Commercials

BRISTOL, Conn. — As NFL fans settle in for the game, a disgruntled viewer in an Emerson Boozer jersey voices frustration over a repetitive Meghan Trainor State Farm ad. Just minutes into the second quarter, he complains about having seen the commercial “at least 5,000 times,” predicting it could reach six digits by Thanksgiving.

According to iSpot.tv, the 30-second insurance ad aired 12 times during Week 1, a stark contrast to the Bud Light ad that played 36 times. The complaints about overexposure reflect a larger problem in sports advertising: when familiar commercials disrupt the viewing experience, they can alienate audiences.

Despite the viewer complaints, the State Farm spot actually performed well in brand recognition. After seeing the ad, 92% of viewers were able to identify State Farm as the sponsor, surpassing the 90-day category average of 77%. The ad was also rated 6% more likable than other insurance ads and received an attention rating 11% higher than typical.

The premise of the ad, a joke based on the homonym “Trainor” and “trainer,” features Trainor interacting with a three-time Super Bowl MVP, drawing some mixed reactions. Yet, the primary emotion evoked by viewers was “funny.” The ad has garnered positive feedback, showing that humor can be an effective marketing tool.

However, there are risks in relying heavily on humor. Advertising expert Claude Hopkins warned in his 1923 book, *Scientific Advertising*, that “People do not buy from clowns.” While the effectiveness of funny ads has been documented, overusing a joke can decrease its appeal over time.

One of the reasons the insurance industry often opts for humor is the need to keep messages general due to strict state regulations. With limited time and legal restrictions, many ads, including State Farm’s, briefly mention services before directing viewers to their websites for details.

State Farm will continue to roll out new ads as the NFL season progresses, with quarterback Patrick Mahomes expected to remain a prominent figure. Last season, Mahomes appeared in 423 in-game promotions, far outpacing other athletes. State Farm’s marketing budget, which reached $992 million in 2023, allows for consistent fresh content.

Other Week 1 advertisers, like Verizon TV and Little Caesars, may risk oversaturation with their high frequency of ads. With an estimated viewership of 10.6 billion across five days of NFL broadcasts, these companies are seeking to maximize exposure.

As TV networks like NBC and ESPN profited from NFL advertising, which generated an estimated $357.1 million in Week 1, it ensures a steady stream of revenue throughout the fall season.