The Super Bowl is just around the corner – and H-E-B is ready with its annual “big game” TV ad.
This year’s 60-second spot, set to air this Sunday between the third and fourth quarters in selected markets across Texas, features Cowboy Troy, a Texas-based country rapper.
The commercial, which will be seen during a number of other programs airing in the days and weeks after the Super Bowl, helps kick off the San Antonio-based grocery chain’s annual Primo Picks Quest for Texas’ Best contest.
Winners of the competition will have a chance to have their creations sold in H-E-B’s nearly 400 stores in Texas and Mexico, plus a $25,000 cash prize and a Toyota Tundra truck.
“At H-E-B, we’re committed to searching every inch of the Lone Star State to find the finest, most unique items that showcase the flavors of Texas,” said Cory Basso, H-E-B’s group vice president of marketing and advertising. “We’re on a mission, and Cowboy Troy’s hip hop-country tunes provide a great backdrop for our Quest for Texas’ Best.”
Neither Texas team made it to this year’s Super Bowl – no big shock there – but that didn’t keep Austin-area viewers from tuning in Sunday night.
Overnight Nielsen ratings show 361,000 Central Texas households were watching the Denver-Carolina matchup on local CBS affiliate KEYE at its peak, accounting for a whopping 73 percent of all TV sets in use.
That works out to about 545,000 adults ages 25 and up and 607,000 adults ages 18 and up – two of the demographics advertisers love most.
Factor in viewers gathered at sports bars and parties around town, and those numbers would likely go even higher.
Nationally, the numbers were just as strong, with Super Bowl 50 ranking as the second-best Super Bowl in Nielsen overnight ratings history with 114.4 million viewers.
It won’t be seen nationally, but San Antonio-based grocer H-E-B is running a Super Bowl ad.
This will be the company’s ninth year to air a regional commercial during the big game, H-E-B spokeswoman Leslie Sweet said. The 60-second spot is expected to be seen by an estimated 3 million people in TV markets across Texas.
In the ad, an H-E-B employee scours the globe to find new products for the chain’s stores. Sweet said the grocer stocks items from 84 different countries.
The spot ends with H-E-B asking viewers to help name a new salsa that’s produced at a facility near Buda. Until a winner is selected, the product will be carried in H-E-B stores with a giant question mark on the label.
“H-E-B is committed to bringing the best and most unique items to our customers, items that are rarely offered anywhere else,” said Cory Basso, H-E-B’s group vice president of marketing and advertising. “We’re proud once again to have H-E-B be part of the most-watched television program of all time.”