Temu Spent $15 Million on 5 Super Bowl Ads and Giveaways

On a mission to win back customers after sales dropped month-over-month in December and January, online retailer Temu spent $15 million on giveaways and TV ads at the Super Bowl this year for its “Shop Like a Billionaire” slogan to be showcased, according to CNN.

The Chinese-backed firm, owned by online retail giant Pinduoduo (PDD Holdings), paid for five ads in total for the Super Bowl on Sunday night — three during the game and two after. Speaking to CNN, two individuals familiar with this year’s ad sales said broadcast slots were sold at a much higher price for this year’s Super Bowl than last year’s game. Prices ranged from $6.5 million to $7 million for each 30-second spot to be broadcasted on TV channel CBS.

According to USA Today, online searches for the retailer Temu, which include the phrase “what is Temu,” shot up after it aired five ads during and shortly after the big game on Sunday.

Temu has now been at America’s biggest game for two consecutive years. Last year, Saatchi & Saatchi, a creative agency, created Temu’s 30-second ad that was showcased at the game, but this year the firm used its in-house team.

Temu launched just five months before its first-ever Super Bowl debut, which put the brand on the map for its accessible and affordable prices in comparison to other popular online shopping platforms.

This year’s commercial features an animated character using magic to grant affordable Temu products to everyone she comes across, and it’s supported by the uplifting “Shop Like a Billionaire” jingle that runs in the background.

Last year, online retailer Temu made its Super Bowl debut with its first “Shop Like a Billionaire” spot, which aired two times during the Super Bowl 57 broadcast. A Temu spokesperson told Adweek, “Temu levels the playing field so you can shop without the worry of financial barriers. Because, at the end of the day, everyone deserves to shop like a billionaire, no matter their budget.”