Competitive Edge - Sports & Entertainment Marketing News

Why the songs brands use in their Super Bowl spots matter

There are several sonic standouts from this year’s Super Bowl: Usher singing his greatest hits at the halftime show, Travis Kelce shouting “Viva Las Vegas” into a microphone after the Kansas City Chiefs claimed their trophy, Arnold Schwarzenegger saying “neighbaaa” in the State Farm commercial, and, of course, the Temu jingle—over and over and over again.

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Discussion Questions:

  1. What is licensing?
  2. When would a brand need a license to use a song in any of its advertising and marketing?
  3. How do you think brands determine which songs to use in their marketing?
  4. According to information from this news story, what percentage of Super Bowl ads used licensed music in commercials this year?
  5. Why would a brand want to use licensed music in a commercial?
  6. What is advertising recall?
  7. Why is recall important, especially to Super Bowl advertisers?
  8. According to data shared in this news story, is using licensed music an effective way to increase recall?
  9. Which brand had the highest percentage of ad recall using a licensed song?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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