Temu Advertises During the Super Bowl Again, Spending Tens of Millions of Dollars to Attract Users

[Ebrun Original] On February 13th, according to foreign media reports, after its first appearance last year, Temu once again spent a huge sum on advertising during the 58th NFL Super Bowl. At the same time, a week before the game, Temu launched a preheating event with discounts of up to 90% and a total game prize pool worth as much as five million dollars.

It is reported that the Super Bowl this time might attract about 200 million adult viewers, close to two-thirds of the total US population. Advertisements featured alongside TEMU include those from BMW, Pizza Hut, Discover, Booking.com, and others.

As the most-watched event in the USA, Super Bowl ads have always been considered the "supreme crown" of the branding marketing world. According to foreign media estimates, the cost of airing a 30-second ad in the Super Bowl this year is as high as $7 million.

This time, Temu’s animated advertisement was aired six times during the game, accompanied by a brief commentary by the host. In its content, TEMU transforms into a magical fairy who grants everyone a wish and conveys the new slogan "Oo oo TEMU, all of my wishes came true, shop like a billionaire."

It is reported that Temu's media offensive has received a considerable market response. Tom Grant, Vice President of Mobile Intelligence Company Apptopia, stated in an interview with NBC News that Temu's downloads increased by 34% on Super Bowl day, making it its fastest daily growth since November.

In fact, in 2023, Temu's aggressive media deployment strategy has made it the second-largest advertising spender, second only to Amazon. In the last few months of 2023, Temu's advertising spending even exceeded that of the traditional giant, Amazon. Moreover, relevant research also indicates that Temu's marketing spending in the United States this year will further increase to nearly $3 billion, almost twice that of 2023.

Currently, Temu has established sites in 49 countries globally, covering multiple regional markets such as North America, Latin America, Oceania, Southeast Asia, Europe, the Middle East, and has achieved a GMV as high as 18 billion dollars and 467 million MAU, making it the second-largest e-commerce platform after Amazon.