A moment of diversion from payments before the February 2 game.
With the cost of a 30-second commercial at $5.6 million, this event at the Hard Rock Stadium in Miami will be one to remember. The Kansas City Chiefs are one-point favorites, which should keep both teams on their toes. Jennifer Lopez will lead the halftime show.
Adweek reported that Discover is “Back in the Big Game for the third time since the 1980s.”
The brand will run two 15-second ads during the fourth quarter in what its president of U.S. cards and evp Julie Loeger called a “unique approach to the standard 30-second ad buy” in a statement, a move she hopes will make Discover stand out among the many high-dollar TV spots.
Focusing on two aspects of Discover’s services—a lack of annual fees and a 95% merchant acceptance rate—the ads will play with the “yes/no dynamic” of these two perks, Loeger explained. Discover will be employing “a range of popular movie and television characters” as well as some user-generated content. The brand worked with The Martin Agency on the spots.
If you can’t wait for kickoff, here is a link at Sporting News that offers a Superbowl preview plus the ten best Super Bowl commercials since 2000. Frankly, I always like the Budweiser ones.
But back to business! Discover earnings were keen for the quarter that ended in December 2019, as Yahoo Finance reports.
Discover (DFS) came out with quarterly earnings of $2.25 per share, beating the Zacks Consensus Estimate of $2.23 per share. This compares to earnings of $2.03 per share a year ago. These figures are adjusted for non-recurring items.
This quarterly report represents an earnings surprise of 0.90%. A quarter ago, it was expected that this credit card issuer and lender would post earnings of $2.29 per share when it actually produced earnings of $2.36, delivering a surprise of 3.06%.
In sum, with a 1-point spread on the superbowl, it is just about even money. For credit cards, Discover is presenting a strong performance. Here’s a shout-out to the iT card.
Overview by Brian Riley, Director, Credit Advisory Service at Mercator Advisory Group