Online superstore Temu doubles down on Super Bowl with TV ad and $15 million in giveaways

Hong Kong (CNN) — A year after making its advertising debut at the Super Bowl, Chinese-backed online shopping platform Temu is redoubling efforts in its most important market with a second ad on America’s biggest stage and $15 million in coupons and other giveaways.

The Boston-based firm — owned by PDD, the group behind Chinese online shopping giant Pinduoduo — paid for three ads during the game and two after the game. A spokesperson declined to comment on the overall advertising spend.

Commercials for the 2024 Super Bowl sold for higher rates than for last year’s game, with a range of $6.5 million to $7 million per 30-second spot broadcast on TV channel CBS, two individuals familiar with this year’s advertising sales told CNN.

With a tagline urging consumers to “shop like a billionaire,” Temu’s ad features an animated shopper dancing her way through bargains ranging from 99 cents to $9.99 in price.

“The commercial marks the highlight of a Super Bowl campaign that featured more than $15 million in coupons and giveaways,” Temu said in a statement.

A focus on rapidly gaining market share, with less concern for profit margins, that’s central to Temu’s strategy has previously worked out well for retail giants Amazon and Wayfair, ac...