RUSH TRANSCRIPT With fox ░░░░░░░░ news and that will ░░░░░░░░ after the game But ░░░░░░░░ more than 120 million ░░░░░░░░ expected to tune in ░░░░░░░░ the game companies are ░░░░░░░░ a record high for ░░░░░░░░ this year Fox says ░░░░░░░░ sold at least 1030 ░░░░░░░░ ads for more than ░░░░░░░░ million each And that ░░░░░░░░ the way is a ░░░░░░░░ record for Super Bowl ░░░░░░░░ So we want to ░░░░░░░░ in Tim Burt America ░░░░░░░░ unofficial Super Bowl ad ░░░░░░░░ Hey Tim I know ░░░░░░░░ you re the author ░░░░░░░░ the new book the ░░░░░░░░ most underrated big game ░░░░░░░░ of all time so ░░░░░░░░ And I know that ░░░░░░░░ ve also lived blogged ░░░░░░░░ judged the ads for ░░░░░░░░ last 20 years So ░░░░░░░░ re an expert We ░░░░░░░░ so glad you re ░░░░░░░░ us How are you ░░░░░░░░ m great Thanks for ░░░░░░░░ me I am so ░░░░░░░░ you are here this ░░░░░░░░ First let me just ░░░░░░░░ that number That is ░░░░░░░░ What these companies are ░░░░░░░░ on ads this year ░░░░░░░░ to keep in mind ░░░░░░░░ s just to buy ░░░░░░░░ time right That s ░░░░░░░░ to get the commercial ░░░░░░░░ That s just to ░░░░░░░░ the slot 8 million ░░░░░░░░ Like you said it ░░░░░░░░ a record this year ░░░░░░░░ these guys better step ░░░░░░░░ their game All right ░░░░░░░░ when we ve got ░░░░░░░░ record amount of money ░░░░░░░░ spent number one why ░░░░░░░░ number two what ads ░░░░░░░░ we expect to see ░░░░░░░░ that everybody who s ░░░░░░░░ that kind of money ░░░░░░░░ eyeballs Yeah Well you ░░░░░░░░ right You just hit ░░░░░░░░ nail on the head ░░░░░░░░ want eyeballs And why ░░░░░░░░ you spend this amount ░░░░░░░░ money Listen 8 million ░░░░░░░░ you want a business ░░░░░░░░ million to reach 120 ░░░░░░░░ people potentially is actually ░░░░░░░░ bargain if you think ░░░░░░░░ it So this is ░░░░░░░░ this is The Creator ░░░░░░░░ creators You know this ░░░░░░░░ their Super Bowl pardon ░░░░░░░░ pun This is their ░░░░░░░░ to say hey listen ░░░░░░░░ ve got this product ░░░░░░░░ s new it s ░░░░░░░░ It s whatever You ░░░░░░░░ check it out And ░░░░░░░░ with the advent of ░░░░░░░░ people can you know ░░░░░░░░ qr codes or go ░░░░░░░░ to a website or ░░░░░░░░ or whatever and buy ░░░░░░░░ right then and there ░░░░░░░░ is there s no ░░░░░░░░ deal I think for ░░░░░░░░ for a business than ░░░░░░░░ get an instant return ░░░░░░░░ that investment Right What ░░░░░░░░ ve seen this year ░░░░░░░░ course is crypto I ░░░░░░░░ doing gangbusters this year ░░░░░░░░ terms of getting eyeballs ░░░░░░░░ them on the internet ░░░░░░░░ we expect to see ░░░░░░░░ crossover now into our ░░░░░░░░ screens in terms of ░░░░░░░░ You re going to ░░░░░░░░ a little bit of ░░░░░░░░ there was a big ░░░░░░░░ last year from all ░░░░░░░░ the I that was ░░░░░░░░ the ads last year ░░░░░░░░ Hollywood really threw a ░░░░░░░░ And so I think ░░░░░░░░ ad agencies took to ░░░░░░░░ and said okay we ░░░░░░░░ not going to have ░░░░░░░░ much air so to ░░░░░░░░ in our ads this ░░░░░░░░ Crypto has really cooled ░░░░░░░░ since the FTX thing ░░░░░░░░ for coinbase a few ░░░░░░░░ ago one of the ░░░░░░░░ ads ever in my ░░░░░░░░ That was the one ░░░░░░░░ the floating QR code ░░░░░░░░ yeah And so this ░░░░░░░░ listen we re back ░░░░░░░░ a lot of humor ░░░░░░░░ re back to a ░░░░░░░░ of celebrity appearances a ░░░░░░░░ of brand mashups And ░░░░░░░░ know I ve always ░░░░░░░░ that the Super Bowl ░░░░░░░░ are really a reflection ░░░░░░░░ the time of where ░░░░░░░░ are as a country ░░░░░░░░ a society And so ░░░░░░░░ re back to humor ░░░░░░░░ re back to deals ░░░░░░░░ re back to cool ░░░░░░░░ And you know helping ░░░░░░░░ out through you know ░░░░░░░░ these little short bursts ░░░░░░░░ of messages And sometimes ░░░░░░░░ know people will push ░░░░░░░░ envelope a little bit ░░░░░░░░ to make these ads ░░░░░░░░ So do you think ░░░░░░░░ s going to be ░░░░░░░░ of that this year ░░░░░░░░ there will be And ░░░░░░░░ sometimes it s for ░░░░░░░░ wrong reasons Some of ░░░░░░░░ ads get so crazy ░░░░░░░░ they re so they ░░░░░░░░ so outlandish that people ░░░░░░░░ lose the message of ░░░░░░░░ ad And one of ░░░░░░░░ this year is weathertech ░░░░░░░░ it basically involves these ░░░░░░░░ senior women driving a ░░░░░░░░ a a convertible listening ░░░░░░░░ born to be wild ░░░░░░░░ that s the whole ░░░░░░░░ of the spot And ░░░░░░░░ selling point is if ░░░░░░░░ have weathertech liners when ░░░░░░░░ spill stuff when they ░░░░░░░░ this big jump it ░░░░░░░░ not going to ruin ░░░░░░░░ inside of the car ░░░░░░░░ s a big setup ░░░░░░░░ a kind of a ░░░░░░░░ payoff in my opinion ░░░░░░░░ s just my opinion ░░░░░░░░ you know again you ░░░░░░░░ spending all this money ░░░░░░░░ want a return on ░░░░░░░░ investment And and businesses ░░░░░░░░ finally starting to realize ░░░░░░░░ which makes me happy ░░░░░░░░ s what I do ░░░░░░░░ well and I m ░░░░░░░░ that you do what ░░░░░░░░ do Is there anything ░░░░░░░░ stands out to you ░░░░░░░░ think this year in ░░░░░░░░ of being a really ░░░░░░░░ good ad there s ░░░░░░░░ that s going to ░░░░░░░░ people if you have ░░░░░░░░ seen it If you ░░░░░░░░ of what people do ░░░░░░░░ the Super Bowl we ░░░░░░░░ around and we munch ░░░░░░░░ we eat binge eat ░░░░░░░░ all these chips and ░░░░░░░░ food and all that ░░░░░░░░ The company hims and ░░░░░░░░ is going to absolutely ░░░░░░░░ your guilty conscience right ░░░░░░░░ the face because they ░░░░░░░░ talking about making it ░░░░░░░░ worth we re making ░░░░░░░░ healthy And they re ░░░░░░░░ listen this system that ░░░░░░░░ re in is designed ░░░░░░░░ keep you fat sick ░░░░░░░░ broke And if you ░░░░░░░░ need to lose weight ░░░░░░░░ out our product Here ░░░░░░░░ what it is And ░░░░░░░░ s a 62nd ad ░░░░░░░░ I m telling you ░░░░░░░░ anybody s if you ░░░░░░░░ paying even a remote ░░░░░░░░ it will make you ░░░░░░░░ up and pay even ░░░░░░░░ attention It s that ░░░░░░░░ And I guess that ░░░░░░░░ the point of it ░░░░░░░░ make sure that you ░░░░░░░░ away because we talk ░░░░░░░░ the ads the next ░░░░░░░░ right here on good ░░░░░░░░ orlando in terms of ░░░░░░░░ of the best right ░░░░░░░░ some of the worst ░░░░░░░░ happens And I know ░░░░░░░░ have to run here ░░░░░░░░ what happens when an ░░░░░░░░ flops To me that ░░░░░░░░ just I can t ░░░░░░░░ imagine what those Monday ░░░░░░░░ meetings are like in ░░░░░░░░ offices Probably not very ░░░░░░░░ Well it s a ░░░░░░░░ We got our ad ░░░░░░░░ front of all these ░░░░░░░░ Maybe our target audience ░░░░░░░░ it and reacted to ░░░░░░░░ That s the best ░░░░░░░░ could hope for in ░░░░░░░░ opinion Other than that ░░░░░░░░ if you want to ░░░░░░░░ it again there s ░░░░░░░░ next year Yeah grab ░░░░░░░░ 8 million Hey there ░░░░░░░░ all right Tim burt ░░░░░░░░ hope we can talk ░░░░░░░░ you after the Super ░░░░░░░░ as well Thanks so ░░░░░░░░ for being with us ░░░░░░░░ morning. We’d