Cryptos leave Super Bowl ads, Americanas want to remain leader in easter eggs and what matters in the market

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Cryptos disappear from Super Bowl

Ads from the cryptocurrency universe disappeared in this year’s Super Bowl after they flooded the commercial breaks of the most watched event on American TV in 2022.

  • The absence ended up making room for other types of messages, including one promoting Jesus Christ.
  • Between beer, car and food ads, two Jesus Christ commercials appeared during the Kansas City Chiefs won. They are part of the “He Gets Us” campaign, something like “he understands us” in English.
  • The videos connect Jesus to contemporary issues like immigration, artificial intelligence and activism, seeking to reach “spiritually open skeptics” unaffiliated with any branch of Christianity.
  • The commercials, according to the New York Times, are part of a multi-million dollar campaign by the nonprofit Servant Foundation.

Why it matters: advertisements for the Super Bowl, the final of the American football league (NFL), are among the most expensive in the world, which makes them a separate attraction for the game, in addition to the halftime show – which this year was performed by singer Rihanna .

  • The end of crypto advertisements marks a reversal of the ostentation process of companies in the sector, which also involved buying “naming rights” (rights over stadium names) and hiring movie stars for advertisements.
  • During the last year, when the Fed started raising interest rates, a period characterized as “crypto winter” hit the sector, dropping cryptocurrency quotes and leading to the bankruptcy of FTX, which was one of the largest cryptocurrency exchanges in the world and announced on the 2022 SuperBowl.

In numbers: 30-second commercials for this year’s game sold for over $6 million (BRL 31.5 million), and in some cases for more than $7 million (BRL 36.7 million).

  • Fox, which broadcast the game this year, expects to earn US$ 600 million (R$ 3.1 billion) with the match.

Startup of the Week: Arthur Mining

On Mondays, the chart shows an x-ray of a startup that recently received funding.

The startup: Founded in 2017 in the US by Brazilians, the startup bets on the “green mining” of bitcoins and should arrive in Brazil this year.

  • Bitcoin mining involves a network of computers with high processing power to solve complex mathematical calculations and release new coins on the market.

In numbers: the company announced last week that it had received a contribution of $4.6 million (R$ 24.1 million) and was valued at $100 million.

Who invested: The contribution was made by family offices, funds that manage the fortunes of wealthy families.

What problem does it solve? The startup has as a differential the “green mining” of bitcoin, taking advantage of the gas that is generated in the oil extraction process as an energy source.

Why it stands out: The company acts to solve one of bitcoin’s “Achilles heel”, the high use of energy –often fossil– to power the computers that mine the cryptocurrency.

The week in summary

There were eight rounds announced by Latin American startups in the last week, with US$ 61.3 million (R$ 321 million) raised.

The data was provided by the Sling Hub platform.


Americans promise ‘biggest Easter in the world’

Despite everything, Americanas promises to maintain the tradition of being the largest retailer of Easter eggs in the country.

will be 13 million of chocolate eggs, of which almost half of the own brand, D’elicce, and more the regular line chocolates, an important segment of the chain’s sales. The retailer promises to promote the “biggest Easter ever”.

  • With the judicial recovery, however, some things changed. The eggs, which were previously billed by the retailer between 15 days and a month after the date, are now paid for in cash and in advance.

The importance of Easter sales for the retailer was even mentioned in the request for judicial recovery forwarded to the Justice of Rio de Janeiro on January 19th.

More about Americana:

  • “Americanas engineered a colossal fraud perpetrated by a gang”, says BR Partners.

Fixed income remains dominant

The year changes, but not the investment strategy. With signs that the Selic rate should drop little or not at all this year, fixed income securities continue to be the biggest attraction for the portfolio recommended by experts for 2023.

  • Post-fixed government bonds, bank bonds and those issued by large companies, which follow the yield delivered by the basic interest rate, and inflation-indexed bonds, which offer a fixed rate plus the IPCA variation, are among the most recommended.

And the Stock Exchange? It remains an important diversification factor, analysts point out, even for investors not to run the risk of missing out on any unexpected movement of strong and rapid recovery of the markets.

Looking outside: specialists reinforce that investment in dollars or in assets abroad should be part of investors’ planning.

  • In 2022, the stock of investment in shares abroad fell by about 20%, to US$ 40 billion, according to Central Bank data.
  • It truly was the year of fixed income: the value invested in US debt rose by nearly 25% to $13.5 billion.

More about investments

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