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# Boring Super Bowl, SMB Strength, Amazon's Big Ad Revenues
- URL: https://www.nearmedia.co/boring-super-bowl-smb-strength/
- Published: 2021-02-08T18:09:44.000Z
- Updated: 2021-02-08T18:09:44.000Z
- Author: Greg Sterling
- Tags: News

### The Super Bowl Was Boring, So Were Most of the Ads

Defying predictions of close game, the Super Bowl was essentially over early in the first half. Unless you're a rabid Tom Brady fan, it was mostly a disappointing and boring game. [The majority of commercials](https://www.cnbc.com/2021/02/07/super-bowl-2021-commercials-live-coverage.html?ref=nearmedia.co) were unremarkable, though [a few stood out](https://www.washingtonpost.com/arts-entertainment/2021/02/07/best-super-bowl-ads/?ref=nearmedia.co) as clever or humorous. At a cost of roughly $5.5 million each, only a tiny fraction will move the needle for brands. 

**Our Take:** 

- Budweiser has historically been the largest Super Bowl advertiser by ad spend, with little to show for it over the years.
- Except in limited circumstances, the millions spent on Super Bowl ads are largely wasted.
- Redirecting those dollars to digital branding or performance-based marketing would be much more efficient.

### Yelp Analysis Shows Greater SMB Resilience than Expected

New Yelp [data](https://www.yelpeconomicaverage.com/yea-q4-2020.html?ref=nearmedia.co) shows greater SMB resilience than what many SMB [surveys have suggested](https://www.alignable.com/forum/topics/polls?ref=nearmedia.co). The Yelp findings come from activity on the site rather than surveys. The company says re-openings/new business openings in 2020 and specifically Q4, overall, were strong and evidence of a recovery in process. Restaurants and Food, Home and Professional Services and Automotive were most resilient. Retail and Shopping were down 25% YoY. Trends were uneven regionally. 

**Our Take:** 

- The Yelp data is likely more accurate than surveys in revealing the state of SMBs, but may not be entirely representative either.
- Rather than the feared "mass extinction event," the Yelp data suggest most SMBs have weathered the pandemic better than expected.
- We will get a much better picture of SMB "casualties" from US government data in the coming months.

### Amazon Ad Revenue in Q4: Nearly $8 Billion 

Ad sales at Amazon are growing faster than other segments. Boosted by pandemic-buying trends, Amazon [ad revenues jumped 64%](https://www.businesswire.com/news/home/20210202006100/en/Amazon.com-Announces-Financial-Results-and-CEO-Transition?ref=nearmedia.co) year-over-year in the fourth quarter – reaching $7.95 billion. A year ago they were $4.8 billion. Although a more mature business, subscription services (including Amazon Prime), grew at roughly half that rate. Full year ad revenues at the company came in at roughly $21.5 billion. 

**Our Take:** 

- The impressive story of ad revenue growth was largely overshadowed by the story of Jeff Bezos stepping down as CEO.
- Still well behind Google and Facebook, ad sales and revenue at Amazon will become an even bigger focus.
- Expect further revenue acceleration in 2021 – a development Google will welcome as part of its defense against antitrust claims.

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/02/Screen-Shot-2021-02-08-at-6.01.33-AM.png)

Amazon Q4 earnings release

## Short Takes 

- Scott Galloway [argues](https://nymag.com/intelligencer/2021/02/capitalist-case-for-overhauling-twitter.html?ref=nearmedia.co) that **Twitter should adopt a subscription-based business model.**
- Star **[ratings appear in review snippets](https://localu.org/google-adding-stars-to-review-snippets/?ref=nearmedia.co) on Google** local Knowledge Panels.
- 'Boring and bloviated': a [**skeptic's take on Clubhouse**](https://medialyte.substack.com/p/portrait-of-a-clubhouse-skeptic).
- Recommended ad [changes for publishers to make](https://www.adexchanger.com/the-sell-sider/what-publishers-will-need-to-change-about-their-ad-experience-for-googles-core-web-vitals/??ref=nearmedia.co) ahead of **Google's Core Web Vitals update**.
- In **setback for Amazon, NLRB [allows](https://www.theguardian.com/technology/2021/feb/05/amazon-workers-nrlb-vote-union-drive??ref=nearmedia.co) Alabama warehouse workers' union vote** to proceed by mail.
- The [challenges](https://www.consumerreports.org/privacy/why-its-tough-to-get-help-opting-out-of-data-sharing/?ref=nearmedia.co) of **using "authorized agents" to opt-out of data sharing under CCPA**.

Please let us know what you think. Email [gsterling@nearmedia.co](mailto: gsterling@nearmedia.co) with suggestions and recommendations.