Super Bowl Ads Reveal 2022 Trends. Are You Picking Winners?
February 17, 2022
Read Time 4 MIN
With some of the highest viewership in the U.S., Super Bowl commercials have a following of their own. Read more about the 2022 investment themes revealed in this year’s ads.
The Super Bowl is the most watched television event in the U.S. with nearly 100 million viewers this year—with many arguably watching for the commercials alone.1 Super Bowl ads can be indicative of current sentiment within the U.S. and upcoming trends. This year, themes centered on crypto, gaming and sustainability.
Crypto Exchanges Stole the Show
Crypto exchanges had a strong presence among this year’s Super Bowl ads, bringing attention to the growing maturity and accessibility of crypto and digital assets.
FTX ensured a “safe and easy” platform, while eToro suggested they will take investors “to the moon.” Bitbuy played on FOMO (fear of missing out) to entice investors, while in a similar vein, Crypto.com suggested “fortune favors the brave.” Mentions of crypto also appeared in a TurboTax commercial for crypto tax assistance, and a BudLight Next commercial featured NFTs. Coinbase’s simple yet creative ad featured a single QR code bouncing around the screen, and QR code traffic temporarily crashed the site.2 Despite the inconvenience, Coinbase might consider that much traffic a success.
VanEck has long been aware of the potential for crypto and digital assets, offering products that provide exposure to the digital assets economy.
- VanEck Bitcoin Strategy ETF (XBTF) is the lowest cost bitcoin-linked ETF which is actively managed and seeks capital appreciation by investing in bitcoin futures markets.3
- VanEck Digital Transformation ETF (DAPP) provides diversified exposure to companies at the forefront of the digital assets transformation, including digital asset exchanges, miners and other infrastructure companies.
Streaming, Gaming and the Metaverse
Streaming services took this opportunity to showcase cord-cutting worthy offerings, while internet companies and Meta reminded us about the growth in the gaming industry.
Meta’s ad naturally gave viewers a glimpse into its metaverse, proposing a new way to connect with old friends. Internet services announced heightened quality as AT&T, T-Mobile and Verizon highlighted their increasingly high speeds, all ensuring capabilities of smoother streaming and gaming.
As new metaverses are created, internet services promise faster and higher quality streaming and more people engage in gaming and virtual reality, companies at the forefront of video gaming merit some attention. The gaming live-stream audience is expected to have surpassed 700 million at the end of 2021.4
Access the opportunities in the growing gaming universe with VanEck.
- VanEck Video Gaming and eSports ETF (ESPO) offers exposure to companies involved in video game development, esports and related hardware and software.
Sustainable living themes prevailed in this year’s Super Bowl ads, with emphasis on electric vehicles (EVs). The focus has shifted from hybrid models to fully electric.
Nearly every car commercial displayed a 100% electric vehicle, including Nissan, BMW, GM, Hyundai, Polestar, Chevy and Kia. Wallbox featured a related and imperative accessory for EVs: a safe, at-home charging station. EVs continue to be a trend to watch as global EV car sales were up 26% in 2021 over the year prior.5
As investors seek sustainable investments in 2022, VanEck offers active and passive products that can provide exposure to sustainable and EV-related investment opportunities.
- VanEck Semiconductor ETF (SMH) provides access to companies involved in semiconductor production and equipment, which are often used in manufacturing EVs.
- VanEck Green Metals ETF (GMET) offers exposure to companies involved in the production, refining, processing and recycling of green metals.
- VanEck Low Carbon Energy ETF (SMOG) provides investors access to renewable energy companies, which include, but are not limited to: wind, solar, hydro, bio-fuel or geothermal technology, lithium-ion batteries and electric vehicles.
- VanEck Morningstar ESG Moat ETF (MOTE) is backed by Morningstar research and includes a portfolio of U.S. companies screened for ESG risks that Morningstar believes possess long-term competitive advantages.
- VanEck Green Bond ETF (GRNB) tracks an index comprised of U.S. dollar-denominated green bonds that are issued to finance environmentally friendly projects by global government and corporate issuers.
- VanEck HIP Sustainable Muni ETF (SMI) is actively managed to seek income from investment grade munis that fund projects to support sustainable development and promote positive social and environmental outcomes.
- VanEck Environmental Sustainability Fund is an actively managed mutual fund that seeks capital appreciation by investing in companies confronting key sustainability imperatives that exhibit sustainable business models.
1 Source: TIME, February 2022.
2 Source: Insider, February 2022.
3 Source: Based on total fund operating expenses vs. Bitcoin-linked competitors as of 11/12/2021.
4 Source: Newzoo, March 2021.
5 Source: GreenCars, December 2021.
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Cryptocurrency is a digital representation of value that functions as a medium of exchange, a unit of account, or a store of value, but it does not have legal tender status. Cryptocurrencies are sometimes exchanged for U.S. dollars or other currencies around the world, but they are not generally backed or supported by any government or central bank. Their value is completely derived by market forces of supply and demand, and they are more volatile than traditional currencies. The value of cryptocurrency may be derived from the continued willingness of market participants to exchange fiat currency for cryptocurrency, which may result in the potential for permanent and total loss of value of a particular cryptocurrency should the market for that cryptocurrency disappear. Cryptocurrencies are not covered by either FDIC or SIPC insurance. Legislative and regulatory changes or actions at the state, federal, or international level may adversely affect the use, transfer, exchange, and value of cryptocurrency.
Investing in cryptocurrencies comes with a number of risks, including volatile market price swings or flash crashes, market manipulation, and cybersecurity risks. In addition, cryptocurrency markets and exchanges are not regulated with the same controls or customer protections available in equity, option, futures, or foreign exchange investing. There is no assurance that a person who accepts a cryptocurrency as payment today will continue to do so in the future.
Investors should conduct extensive research into the legitimacy of each individual cryptocurrency, including its platform, before investing. The features, functions, characteristics, operation, use and other properties of the specific cryptocurrency may be complex, technical, or difficult to understand or evaluate. The cryptocurrency may be vulnerable to attacks on the security, integrity or operation, including attacks using computing power sufficient to overwhelm the normal operation of the cryptocurrency’s blockchain or other underlying technology. Some cryptocurrency transactions will be deemed to be made when recorded on a public ledger, which is not necessarily the date or time that a transaction may have been initiated.
- Investors must have the financial ability, sophistication and willingness to bear the risks of an investment and a potential total loss of their entire investment in cryptocurrency.
- An investment in cryptocurrency is not suitable or desirable for all investors.
- Cryptocurrency has limited operating history or performance.
- Fees and expenses associated with a cryptocurrency investment may be substantial.
There may be risks posed by the lack of regulation for cryptocurrencies and any future regulatory developments could affect the viability and expansion of the use of cryptocurrencies. Investors should conduct extensive research before investing in cryptocurrencies.
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Information provided by Van Eck is not intended to be, nor should it be construed as financial, tax or legal advice. It is not a recommendation to buy or sell an interest in cryptocurrencies.
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Van Eck Securities Corporation
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