While most Super Bowl viewers on Feb. 12 will be focusing on touchdowns, ball control, and defense Charles Taylor will be parsing the night’s other entertainment factor: the ads.

Taylor’s take is well-informed; he is:

• Professor of marketing at the Villanova University School of Business
• A Super Bowl marketing expert with experience forecasting one of advertising’s biggest nights
• Editor of the International Journal of Advertising
• Former president of the American Academy of Advertising

He believes this year will put less emphasis on controversial social messages. At $7 million for a 30-second ad, he won’t be surprised to see a less-risky approach to content.

Further, he believes this year could well be one in which TikTok becomes significant. It has become ad revenue’s fastest-growing social medium.

And now that Anheuser Busch/InBev has given up its exclusive rights to Super Bowl beer ads, viewers will likely see “beer wars,” as more beverage companies enter the Super Bowl ad space.

The current unsteadiness in national and household economic may also be a factor. Taylor sees 2023 content emphasizing nostalgia and light themes to lift spirits.

Finally, while they were a significant presence last year, cryptocurrency spots will be fewer, Taylor expects.

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Here’s YouTuber Dalibor Truhlar’s collection of the best Super Bowl ads from 2022.