Two comparatively new apps, Temu and Microsoft’s Copilot, topped the obtain charts after their Tremendous Bowl commercials aired Sunday in a number of the most prized advert spots on tv.
Microsoft’s Copilot, a synthetic intelligence chatbot, launched a yr in the past, and Temu, an e-commerce market with staggeringly low costs, launched in September 2022.
On Apple’s App Retailer on Monday, the highest three most downloaded free apps had been Paramount+, Copilot and Temu. All three firms marketed in the course of the Tremendous Bowl, and Paramount+ was additionally used to stream the occasion, which contributed to its rise to the highest of the chart. On Google Play, the place Android customers can obtain apps, Temu is the sixth hottest app.
Tremendous Bowl commercials have traditionally held the potential for large affect for each well-known manufacturers and rising ones. Over the previous few years, buzzy improvements like cryptocurrency (which dominated 2022 Tremendous Bowl adverts, solely to nearly disappear in 2023 and 2024 adverts) have performed a serious function within the advert spending frenzy. In 2024, AI instruments like Copilot and e-commerce giants like Temu took heart stage.
Temu had a Tremendous Bowl industrial spot in 2023, however this yr the Chinese language-operated firm ran 4 similar commercials with a jingle and the slogan “Store like a billionaire” alongside $15 million in giveaways.
Temu has skilled meteoric progress because it entered the U.S. market in September 2022, and the 4 2024 Tremendous Bowl adverts appear to have paid off.
Cellular intelligence firm Apptopia’s vp of analysis, Tom Grant, instructed NBC Information in an announcement Monday that Temu’s app downloads elevated 34% on Tremendous Bowl Sunday from the day earlier than, which was Temu’s quickest day-over-day progress since November.
“Temu continues to dwarf the competitors on the subject of promoting spend and including new customers,” Grant stated, additionally noting that Temu app downloads had been nonetheless down 13% in comparison with final yr’s Tremendous Bowl.
The market intelligence agency Sensor Tower stated Monday that Temu’s advert spend has pushed its huge progress in underneath two years. In 2023, Temu was the No. 1 most downloaded app within the U.S. and the eighth most downloaded app globally.
“Temu has utterly captivated shoppers over the course of final yr,” Sensor Tower stated in an announcement. Temu’s reputation grew alongside its main advert spending on social media platforms like Fb, the place it spent greater than every other retailer in addition to Amazon throughout the previous few months of 2023, Sensor Tower stated.
The advert spend was mirrored within the time customers spent on Temu throughout the identical interval, in response to Sensor Tower, which discovered that customers spent a mean of 23 minutes every week on it on the finish of 2023, in comparison with 18 minutes for Amazon and 14 minutes for Walmart.
Temu’s enchantment stems from costs even decrease than Amazon’s for merchandise usually delivered straight from producers in China. The app has additionally used a gamified design strategy, with in-app video games which have low cost rewards and countdown deal timers.
Temu’s success has been so speedy and intense that different e-commerce platforms have stated it has affected them. After Jane.com, an American e-commerce platform for small companies, shut down in late 2023, firm chapter paperwork stated it was unattainable to compete with Temu’s low costs.
Temu’s success has additionally been adopted by some concern. A TikTok creator who has touted hauls and offers from Temu instructed NBC Information in June that viewers had been involved concerning the labor situations behind a budget merchandise and the environmental affect of making and transport so many merchandise.