The Super Bowl continues to serve as a cultural touchstone, not only for football fans but also for advertisers seeking to capitalize on audience engagement.
According to a News and Insights report of RVIA, this year, Super Bowl LIX drew 127.7 million viewers, marking a new record and reflecting a 3% increase from last year’s audience of 123.7 million, according to Nielsen data.
Among those tuning in, a significant portion watched not just for the game but for the commercials, offering insights into consumer interests, including travel and adventure.
An October 2024 survey from Statista found that 18% of respondents watched the Super Bowl primarily for the commercials. The percentage was higher among women at 22%, compared to 13% of men.
Several travel-related brands took center stage during this year’s Super Bowl commercials. Booking.com and MSC Cruises, for instance, emphasized themes of exploration and luxury travel, aligning with consumers’ growing interest in adventure and experiential getaways.
MSC Cruise’s advertisement featured Orlando Bloom and Drew Barrymore, who previously collaborated with Go RVing in 2022 when she embarked on a road trip with Ross Matthews.
Automotive brands also tapped into the theme of travel and outdoor recreation. Jeep’s commercial, featuring Harrison Ford, and Ram Trucks’ spot, starring Glen Powell, underscored the connection between transportation and adventure.
Go RVing noted that these cultural moments serve as a platform to highlight the advantages of RV travel.
As other sectors of the travel industry use major events to showcase their offerings, RV businesses can leverage similar opportunities to engage consumers and emphasize the flexibility, affordability, and unique experiences that come with RV ownership and rentals.
Industry leaders suggest that creating relatable content can help reinforce the appeal of RVing. Showcasing real travel experiences, rather than overly promotional messaging, can resonate more effectively with potential customers.
RV manufacturers, dealers, and campground operators can use social media and digital marketing to highlight the freedom and adventure that RV travel provides.
Incorporating authentic storytelling is another strategy that brands within the RV industry can adopt. Real-life experiences, customer testimonials, and behind-the-scenes content can drive engagement and build a sense of connection with audiences.