Temu’s 2024 Super Bowl ad blitz failed to accelerate growth

Access chart in Dash.

Part of Temu’s growth strategy has been aggressive marketing spend on digital platforms and major events like the 2023 and 2024 Super Bowls. However, Earnest credit card data suggests that Temu’s multiple February 11, 2024 Super Bowl ads did not meaningfully boost sales to new customers nor existing customers, where Temu gets the majority of its growth. In fact, there was a noticeable deceleration in sales growth from existing customers following the event among both groups.