E-commerce company Temu was among the biggest spenders on Super Bowl commercials during the airing of Super Bowl LVIII Sunday.
With ads coming in at a cost of $7 million for a 30-second spot, Temu airing the same commercial several times gained strong attention both good and bad.
What Happened: The cost of Super Bowl commercials continues to rise. Media companies like Paramount Global (NASDAQ:PARA) (NASDAQ:PARAA), which aired Super Bowl LVIII, benefit from higher ad rates and continued strong demand.
Benzinga’s tracker showed the same commercial airing three times during the game and a fourth time shortly after the Kansas City Chiefs had won the game.
Unlike other companies that aired multiple Super Bowl commercials, but featured different brands or products (ie. Pepsi, Anheuser-Busch InBev), Temu aired the same ad each time during the big game.
Temu was launched in North America in September 2022 and is one of the business segments owned by PDD Holdings Inc (NASDAQ:PDD), a Chinese online retailer that owns the Pinduoduo social commerce platform. Temu also advertised during last year’s Super Bowl.
The Super Bowl LVIII commercial encouraged consumers to download the Temu app and “shop like a billionaire,” and included a catchy “ooh, ooh, Temu” refrain.
The ad from Temu was named one of the worst Super Bowl LVIII commercials by Ad Age.
“Well, that was surreal,” AdAge writes. “If the ‘ooh, ooh, Temu’ refrain/earworm didn’t sufficiently lodge itself in your brain, Temu paid to air the ad again — and again! — during the Super Bowl.”
Temu’s ties to China have drawn security concerns and data privacy concerns, and the inclusion of a Super Bowl ad from a company that has previously drawn attention from Congress led several elected officials to comment.
“Just like TikTok, Temu or any Chinese company must allow the Communist Party unfettered access to its data. This should be a non-starter for doing business in the United States,” Senator Tom Cotton (R-Ark.) said.
U.S. Representative Kat Cammack (R-Fla.) also took to Twitter to share her anger over the Temu ads.
“The Super Bowl having a CCP owned Temu commercial air SHOULD be a wake up call to all Americans. Temu is being sued for stealing customer financial info and having spyware embedded in their app. All that data is owned and…