State Farm’s Meghan Trainor Ad Draws Mixed Reactions from Football Fans

PITTSBURGH, Pa. – As the second quarter of the Sunday Steelers-Jets game began, a fan in an Emerson Boozer jersey expressed his frustration with the frequency of a Meghan Trainor advertisement for State Farm. He claimed to have seen the ad ‘at least 5,000 times,’ predicting it would reach six-digit views by Thanksgiving.

The ad features a lighthearted interaction between Trainor and three-time Super Bowl MVP Patrick Mahomes. While its simplicity and repetitive airing have drawn criticism, data from iSpot indicates high viewer recognition; 92% of consumers identified State Farm as the sponsor after viewing the ad, surpassing the average 77% in the insurance sector.

Despite its mixed reception, the advertisement proved to be slightly more favorable among viewers, receiving a 6% higher likability score compared to industry norms. Additionally, it scored 11% higher in attention rating, tapping into a humorous vein that resonated with audiences.

Some viewers found the humorous elements engaging, particularly a scene featuring a man in a Boozer jersey being escorted out of a bar. Although humor can enhance brand recall, experts warn it can also lead to viewer fatigue when overused. Claude Hopkins, an early advertising pioneer, noted that consumers often do not purchase from ‘clowns,’ suggesting a careful balance is required.

In the tightly regulated insurance industry, humor is frequently employed since specific policy details cannot always be disclosed. This places an emphasis on broad messaging, as the ads aim to direct viewers online for more information.

As the NFL season unfolds, State Farm plans to introduce new commercials, with Mahomes likely remaining a central figure in its marketing efforts. With a 2023 advertising budget of $992 million, State Farm ranks among the top spenders, allowing it to stay fresh and relevant throughout the season.

However, other brands like Verizon TV, Little Caesars, and Wingstop risk overwhelming viewers, having aired 20 or more ads during Week 1. Nonetheless, this marketing strategy has the potential for massive reach, with advertisers totaling 10.6 billion viewers during that stretch.

Overall, the advertising landscape is set for a record-breaking year, with primary networks forecasted to generate approximately $357.1 million in NFL-related ad revenue during Week 1 alone.