Temu blanketed the Super Bowl with its ad for two years. Did it pay off?

Jon Evans

What’s the strategy behind Temu’s Super Bowl ad buys designed for rapid growth and brand recognition, and what do System1’s Test Your Ad metrics tell us about whether it’s paid off? 

If you ended Super Bowl night in February with the “Ooh Ooh Temu” jingle stuck in your head, you probably weren’t the only one. China’s e-commerce giant bought an almost unprecedented six Super Bowl spots this year – up from its two in 2023. And while previous Super Bowl saturation buys – like Tide’s “It’s A Tide Ad” in 2018 – have varied the content of each ad, Temu opted simply to re-run the same spot six times.

What’s the strategy behind blanketing the Super Bowl with ads, and what do System1’s Test Your Ad metrics tell us about whether...

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