Taylor Swift’s attendance at the Super Bowl LVIII in Las Vegas captured more attention than winners Kansas City Chiefs this weekend, that’s for sure. After Usher’s – and Alicia Keys, Lil Jon and Ludacris’ halftime show, fintech firms also attempted to make the most of the now global captive audience by advertising during the big game.

Super Bowl 58 was a “hot commodity,” according to Morning Brew which reported in November 2023 that CBS Sports’ ad inventory was “virtually sold out.” Slots for what is becoming known as the Advertising Super Bowl aren’t cheap – CBS’s asking price is $7 million for 30 seconds of airtime. Morning Brew also revealed that the “ads we see while watching the big game can tell us a lot about the current consumer spending landscape—including which industries and businesses are hot or want to be.”

Fintech accounted for 3.6% of the ads shown during the 2024 Super Bowl’s commercial breaks, a dip in comparison to the number of firms promoting in 2023 and 2022.

Morning Brew believes this change is notable, and shares that the decrease should be “painfully familiar to anyone with a digital currency wallet. Crypto.com, Coinbase, eToro, and FTX all placed Super Bowl ads for the first time in 2022 (you probably remember FTX’s less-funny-in-retrospect campaign with Larry David). Despite the hype, that year turned out to be the worst period in recent history for digital currency, with bitcoin’s crash and FTX’s collapse rattling the industry.”

Here are the most notable Super Bowl fintech ads:

Crowdstrike

CrowdStrike’s commercial was a big hit from solution provider partners, who mentioned that depicting a futuristic Wild West was great for both brand visibility and cybersecurity awareness.

E-Trade

E-Trade from Morgan Stanley, a Super Bowl regular, is known for their ads with talking babies - the E-Trade babies. The idea behind the campaign is that investing with E-Trade is so easy, even a baby could do it. This year, the babies are getting into pickleball.

Intuit TurboTax

Quinta Brunson poses a thought-provoking question in the TurboTax ad: “What if one of the biggest moves of Super Bowl Sunday was... taxes?” - unveiling an innovative approach for tax filers and inviting them to make their million-dollar moves during the Super Bowl LVIII.

Coinbase

Deemed #1 Super Bowl commercial of 2022, there was so much traffic to the Coinbase website during the game that it crashed.

FTX

Larry David has since revealed that he “lost a lot of money” after being paid in crypto for the ad.