{"id":68885,"date":"2026-02-05T17:17:37","date_gmt":"2026-02-05T16:17:37","guid":{"rendered":"https:\/\/isarta.fr\/infos\/?p=68885"},"modified":"2026-02-05T21:43:44","modified_gmt":"2026-02-05T20:43:44","slug":"que-nous-reservent-les-annonceurs-du-prochain-super-bowl","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/que-nous-reservent-les-annonceurs-du-prochain-super-bowl\/","title":{"rendered":"Que nous r\u00e9servent les annonceurs du prochain Super Bowl ?"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2026\/02\/Claude-pub-1024x576.jpeg\" alt=\"\" class=\"wp-image-110926\"\/><\/figure>\n<p>5 f\u00e9vrier 2026<\/p>\n<p><strong>Les publicit\u00e9s du Super Bowl ne sont pas seulement divertissantes. Elles sont \u00e9galement le reflet de l\u2019\u00e9volution de notre soci\u00e9t\u00e9 sur le plan de la consommation et des technologies. Aper\u00e7u des moments forts de cette \u00e9dition 2026 qui va se d\u00e9rouler le 8 f\u00e9vrier prochain.<\/strong><\/p>\n<p>De 37 500 $ pour une pub de 30 secondes lors du premier Super Bowl en 1967, \u00e0 4 millions il y a dix ans, nous en sommes \u00e0 8 millions de dollars aujourd\u2019hui. D\u00e9finitivement, le grand rendez-vous du football am\u00e9ricain demeure parmi les \u00e9v\u00e9nements en direct les plus pris\u00e9s des annonceurs.&nbsp;<\/p>\n<p><strong>L\u2019IA \u00e0 l\u2019avant-plan<\/strong><\/p>\n<p>On observe cette ann\u00e9e une pr\u00e9sence importante d\u2019annonceurs li\u00e9s \u00e0 l\u2019intelligence artificielle. D\u2019abord OpenAI, qui avait fait ses d\u00e9buts lors du pr\u00e9c\u00e9dent Super Bowl, revient cette ann\u00e9e.<\/p>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/kIhb5pEo_j0?si=oC3j6Fk6ol9753pm\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"><\/iframe><\/p>\n<p>Mais c&rsquo;est son principal concurrent, Anthropic, qui risque de beaucoup faire parler cette ann\u00e9e. L&rsquo;\u00e9diteur de Claude ne manque pas d&rsquo;\u00e9gratigner la firme de ChatGPT qui vient d&rsquo;introduire la publicit\u00e9 aux Etats-Unis.<\/p>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/De-_wQpKw0s?si=WKGUDZ0MdWIGfZKA\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/kQRu7DdTTVA?si=LVIgwXLkgDCYEnyk\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/FBSam25u8O4?si=7ndP-pYB4aTwuFYt\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"><\/iframe><\/p>\n<p>Un message grin\u00e7ant \u00e0 peine voil\u00e9&#8230; qui a fait rire jaune Sam Altman, le cofondateur et PDG d&rsquo;OpenAI. Ce dernier pointe <a href=\"https:\/\/x.com\/sama\/status\/2019139174339928189\" target=\"_blank\" rel=\"noreferrer noopener\">sur X<\/a> une attitude \u00ab\u00a0malhonn\u00eate\u00a0\u00bb. Au SuperBowl, le match ne se joue pas toujours sur le terrain&#8230; ni le jour du match !<\/p>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2026\/02\/image-1024x806.png\" alt=\"\" class=\"wp-image-110925\"\/><\/figure>\n<p>Cette ann\u00e9e marque aussi les d\u00e9buts de Svedka, premi\u00e8re marque de Vodka agissant comme annonceur au Super Bowl. Le lien avec l\u2019intelligence artificielle ? Ceux-ci pr\u00e9senteront une publicit\u00e9 cr\u00e9\u00e9e en grande partie gr\u00e2ce \u00e0 l\u2019IA.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Shake Your Bots Off - SVEDKA Big Game Commercial 2026\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/pkeWRI2yJGM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p>Notons aussi la publicit\u00e9 de Oakley et Meta et leurs nouvelles lunettes intelligentes propuls\u00e9es par l\u2019IA.&nbsp;&nbsp;<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Oakley Meta | Athletic Intelligence is Here\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/NerlyGrv7WM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p><strong>L\u2019industrie automobile plus discr\u00e8te<\/strong><\/p>\n<p>\u00c0 l\u2019inverse, l\u2019industrie automobile, autrefois omnipr\u00e9sente, sera beaucoup moins visible cette ann\u00e9e. Seules quelques marques comme Toyota et Jeep seront de la partie, dans un contexte \u00e9conomique plus difficile pour les constructeurs.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Superhero Belt | Toyota\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/y5bJ612mUt8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p>Selon Adweek, la part d\u2019antenne des annonceurs du secteur automobile est pass\u00e9e de 35 % \u00e0 8 % en l\u2019espace de dix ans, et ce au profit d\u2019autres secteurs, comme les t\u00e9l\u00e9communications et le divertissement (ex.&nbsp;: Netflix).<\/p>\n<p><strong>Quelques gros noms en vrac<\/strong><\/p>\n<p>Si les voitures sont moins \u00e0 l\u2019honneur cette ann\u00e9e, les m\u00e9gavedettes du showbizz am\u00e9ricain, elles, y seront en grand nombre. On pourra voir notamment la chanteuse Sabrina Carpenter, nomm\u00e9e six fois aux Grammys 2026, et l\u2019actrice oscaris\u00e9e Emma Stone, qui repr\u00e9sentera la marque Squarespace. Dans les deux cas, il s\u2019agit de leur premi\u00e8re apparition dans une publicit\u00e9 lors de la grande finale du football am\u00e9ricain.<\/p>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/c7nAJDpGHxY?si=VO_MlLzgIPl2zDXQ\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/6CdX8W8U7jA?si=KH-KQOlEKAtgcCwY\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"><\/iframe><\/p>\n<p>Du c\u00f4t\u00e9 des sportifs, notons la pr\u00e9sence <a href=\"https:\/\/youtu.be\/lMTcZb48aVU\">de Georges Kittle<\/a> et de quelques compagnons footballeurs, qui repr\u00e9senteront Novartis. La championne de tennis Serena Williams sera \u00e9galement mise en vedette.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Serena Williams Super Bowl LX Commercial \u2018Healthier on Ro\u2019\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/tqXOcRtZoow?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p>Figures embl\u00e9matiques des publicit\u00e9s du Super Bowl, les fameux chevaux Clydesdale de Budweiser seront \u00e9galement pr\u00e9sents cette ann\u00e9e, dans une autre publicit\u00e9 bien r\u00e9ussie.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Budweiser | Super Bowl LX Commercial &#039;American Icons&#039;\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/a_mh-v02-Tw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p><strong>Une place aux messages de nature politique ?<\/strong><\/p>\n<p>Par le pass\u00e9, des marques se sont permis des messages \u00e0 <a rel=\"noreferrer noopener\" href=\"https:\/\/www.nytimes.com\/2017\/02\/05\/technology\/airbnb-super-bowl-ad-trump-travel-ban.html\" target=\"_blank\">saveur politique<\/a>. Dans le contexte actuel, est-ce que des annonceurs oseront se montrer critiques envers l\u2019administration am\u00e9ricaine ? Rien n&rsquo;est moins s\u00fbr devant ce pari risqu\u00e9.<\/p>\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n<div class=\" content_cards_card content_cards_domain_formations-isarta-fr\">\n<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/formations.isarta.fr\/cours\/batir-un-plan-de-communication-efficace\/4?utm_source=Isarta_Infos\" target=\"_blank\"><br \/>\n\t\t\t\t\t<img src=\"https:\/\/formations.isarta.com\/assets\/images\/2f\/2fadca_Plan-de-com---NEW2.jpg\" alt=\"Formation webinaire: B\u00e2tir un plan de communication efficace\">\t\t\t\t<\/a>\n\t\t<\/div>\n<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/formations.isarta.fr\/cours\/batir-un-plan-de-communication-efficace\/4?utm_source=Isarta_Infos\" target=\"_blank\"><br \/>\n\t\t\tFormation webinaire: B\u00e2tir un plan de communication efficace\t\t<\/a>\n\t<\/div>\n<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/formations.isarta.fr\/cours\/batir-un-plan-de-communication-efficace\/4?utm_source=Isarta_Infos\" target=\"_blank\"><\/p>\n<p>B\u00e2tir un plan de communication efficace. Ma\u00eetriser les principes de base ainsi que les diff\u00e9rentes\u00a0\u00e9tapes incontournables d\u2019\u00e9laboration d\u2019un bon plan de communication.<\/p>\n<p>\t\t<\/a>\n\t<\/div>\n<div class=\"content_cards_site_name\">\n\t\t<img src=\"https:\/\/formations.isarta.fr\/icons\/favicon-16x16.png\" alt=\"formations.isarta.fr\" class=\"content_cards_favicon\"\/>\t\tformations.isarta.fr\t<\/div>\n<\/div>\n<div class=\" content_cards_card content_cards_domain_formations-isarta-fr\">\n<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/formations.isarta.fr\/cours\/ia-idees-et-reflexions\/103?utm_source=Isarta_Infos\" target=\"_blank\"><br \/>\n\t\t\t\t\t<img src=\"https:\/\/isarta.fr\/infos\/wp-content\/plugins\/content-cards\/skins\/default\/content-cards-placeholder.png\" alt=\"Unknown Property \u2013 yiibaseUnknownPropertyException\">\t\t\t\t<\/a>\n\t\t<\/div>\n<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/formations.isarta.fr\/cours\/ia-idees-et-reflexions\/103?utm_source=Isarta_Infos\" target=\"_blank\"><br \/>\n\t\t\tUnknown Property \u2013 yiibaseUnknownPropertyException\t\t<\/a>\n\t<\/div>\n<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/formations.isarta.fr\/cours\/ia-idees-et-reflexions\/103?utm_source=Isarta_Infos\" target=\"_blank\"><br \/>\n\t\t\t\t\t<\/a>\n\t<\/div>\n<div class=\"content_cards_site_name\">\n\t\t\t\tformations.isarta.fr\t<\/div>\n<\/div>\n<div class=\" content_cards_card content_cards_domain_formations-isarta-fr\">\n<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/formations.isarta.fr\/cours\/chatgpt-copilot-gemini-maitriser-lia-generative\/34?utm_source=Isarta_Infos\" target=\"_blank\"><br \/>\n\t\t\t\t\t<img src=\"https:\/\/formations.isarta.com\/assets\/images\/6d\/6d56b4_ChatGPT-CoPilot-Gemini-2.jpg\" alt=\"Formation webinaire: ChatGPT, CoPilot, Gemini : Ma\u00eetriser l&#039;IA g\u00e9n\u00e9rative\">\t\t\t\t<\/a>\n\t\t<\/div>\n<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/formations.isarta.fr\/cours\/chatgpt-copilot-gemini-maitriser-lia-generative\/34?utm_source=Isarta_Infos\" target=\"_blank\"><br \/>\n\t\t\tFormation webinaire: ChatGPT, CoPilot, Gemini : Ma\u00eetriser l&rsquo;IA g\u00e9n\u00e9rative\t\t<\/a>\n\t<\/div>\n<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/formations.isarta.fr\/cours\/chatgpt-copilot-gemini-maitriser-lia-generative\/34?utm_source=Isarta_Infos\" target=\"_blank\"><\/p>\n<p>ChatGPT, CoPilot, Gemini : Ma\u00eetriser l&#039;IA g\u00e9n\u00e9rative. Exploitez ChatGPT, CoPilot, Gemini et d&#039;autres LLMs pour amplifier vos efforts, optimiser vos processus et gagner un temps pr\u00e9cieux<\/p>\n<p>\t\t<\/a>\n\t<\/div>\n<div class=\"content_cards_site_name\">\n\t\t<img src=\"https:\/\/formations.isarta.fr\/icons\/favicon-16x16.png\" alt=\"formations.isarta.fr\" class=\"content_cards_favicon\"\/>\t\tformations.isarta.fr\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les publicit\u00e9s du Super Bowl ne sont pas seulement divertissantes. Elles sont \u00e9galement le reflet de l\u2019\u00e9volution de notre soci\u00e9t\u00e9 sur le plan de la consommation et des technologies. Aper\u00e7u des moments forts de cette \u00e9dition 2026 qui va se d\u00e9rouler le 8 f\u00e9vrier prochain.<\/p>\n","protected":false},"author":2,"featured_media":68886,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[264,265,3],"tags":[],"_links":{"self":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts\/68885"}],"collection":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/comments?post=68885"}],"version-history":[{"count":2,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts\/68885\/revisions"}],"predecessor-version":[{"id":68888,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts\/68885\/revisions\/68888"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/media\/68886"}],"wp:attachment":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/media?parent=68885"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/categories?post=68885"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/tags?post=68885"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}