Two recently launched applications, Temu and Microsoft’s Copilot, surged in popularity following their Super Bowl commercials that aired on Sunday in prime television advertising slots.
Microsoft’s Copilot, an AI chatbot introduced a year ago, and Temu, an e-commerce platform known for its remarkably affordable prices, which debuted in September 2022, garnered significant attention.
On Monday, the top three most downloaded free apps on Apple’s App Store were Paramount+, Copilot, and Temu. These companies all advertised during the Super Bowl, with Paramount+ benefiting from streaming the event, propelling it to the top spot. Meanwhile, on Google Play, Temu secured the sixth position among the most popular apps for Android users.
Super Bowl commercials have traditionally been influential for established and emerging brands alike. Recent years have seen trends like cryptocurrency dominating ads in 2022 but fading in subsequent years, making way for innovations like Copilot and e-commerce giants such as Temu to shine in 2024.
Temu previously featured a Super Bowl commercial in 2023, but this year, the Chinese-operated company aired four identical commercials showcasing a jingle and the slogan “Shop like a billionaire,” alongside $15 million in giveaways.
These ads resonated on social media, generating viral posts that poked fun at Temu’s budget-friendly offerings and its ability to afford multiple commercials.
Since entering the U.S. market in September 2022, Temu has experienced exponential growth, with the four Super Bowl ads in 2024 proving successful.
According to Tom Grant, the vice president of research at mobile intelligence company Apptopia, Temu witnessed a 34% increase in app downloads on Super Bowl Sunday compared to the previous day, marking its fastest day-over-day growth since November.
Grant highlighted Temu’s dominance in advertising expenditure and user acquisition, noting a 13% decrease in app downloads compared to last year’s Super Bowl.
Market intelligence firm Sensor Tower attributed Temu’s rapid growth in less than two years to its substantial advertising investments. In 2023, Temu ranked as the most downloaded app in the U.S. and the eighth globally.
Sensor Tower stated, “Temu has completely captivated consumers over the course of last year,” emphasizing the app’s popularity surge alongside significant ad spending on platforms like Facebook, where it outspent all other retailers except Amazon in late 2023.
The impact of Temu’s ad spend was evident in user engagement metrics, with users spending an average of 23 minutes per week on the app by the end of 2023, surpassing Amazon and Walmart.
Temu’s competitive pricing, often lower than Amazon’s, coupled with direct delivery from Chinese manufacturers, has been a key factor in its appeal. The app’s gamified approach, featuring in-app games offering discounts and countdown deals, has further enhanced its attractiveness.
However, Temu’s rapid success has raised concerns among other e-commerce platforms. Following the closure of Jane.com in late 2023, bankruptcy documents cited the inability to compete with Temu’s pricing as a contributing factor.
Moreover, Temu’s success has sparked apprehension regarding labor conditions and environmental impact. A TikTok creator who showcased Temu hauls and deals expressed viewer concerns about the production and shipping practices associated with the app’s affordable products.
