The $16M Assumption

Coinbase spent $16 million on a Super Bowl ad. You likely remember their 60-second karaoke singalong to Backstreet Boys' "Everybody (Backstreet's Back)." Lo-fi retro graphics. On-screen lyrics. Tagline: "Crypto. For everybody." Kellogg School of Business gave it a failing grade.

But the only question that matters is whether Coinbase's target audience would like it. All Coinbase had to do was AskRYA.

RYA surveys 1,000 Americans every week, tracking how passionate different audiences are about 180+ genres where every score is measured against the average American (100). Above 100 means more likely to be into it. Below means less. The financially capable, crypto-curious men Coinbase was most likely targeting at Super Bowl LX? They score a 56 index on karaoke. That's 44% below average. So what is their thing? They score 51% above average on gaming.

Fast forward to Coinbase's latest ad with the tagline: "Your way out of their system" featuring a simulation/sandbox-style game. That's not a coincidence. That's audience alignment. And it shows.

This is exactly what RYA does. Know your audience before you spend $16 million.