The NYX ad, by the way, was not deemed too hot for broadcast TV, which some industry watchers guessed, because CBS approved the ad.
Given the trend toward more female fans, the NFL should be prepared for an influx of brands that want to market directly to women during the Super Bowl, Mallick said, developing “fair and equitable approval processes for what makes the cut to get aired and what doesn’t.”
NYX, in pivot mode, made a few eleventh-hour tweaks to its Super Bowl marketing in response to the NFL’s rejection. The brand ran the edited ad nationally on TelevisaUnivision but in only two cities, Los Angeles and New York, instead of the previously planned 10.
The brand then redirected its spending to post-game media. “Lips Only” is now airing in its originally intended 30-second form on streaming, linear TV and social platforms.
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