Israel spent $7M on a Super Bowl ad. Did it work to change American public opinion?

Israel spent $7M  a Super Bowl. Did work change American public opinion?

This Sunday, the Israeli government ran three ads that called for support for hostages held by Hamas during the most watched U.S. television event of the year. The ads were aired amid growing national criticism of Israel’s bombing campaign in Palestine which has lasted 131 days and killed more than 28,000 people.

The 30-second ads ran during the game between the San Francisco 49ers and the Kansas City Chiefs, which was streamed on Paramount+ by approximately 115 million Americans last Sunday.

The first was called Bring All Dads Back Home, and portrayed fathers throwing the ball with their kids before shifting to images of hostages. The second was titled “136 Seats Are Still Available for Sunday’s Game” and showed empty seats in a stadium, representing the 136 Israeli hostages still believed to be held by Hamas. The last was titled “In a roaring stadium, their silence is deafening,” showing a football stadium filled with fans with some seats empty.

Groups who oppose Israel’s bombardment of Palestine say that the ads are an example of how propaganda is used to justify a genocide.

The Israeli Prime Minister’s National Public Diplomacy Directorate, which acts as a press office for the Israeli government, bought the Super Bowl ad space through Paramount. According to pricing reported by Vivvix Ad Intelligence, Israel likely paid about $7 million for each 30-second clip.

Israel’s PR war

Clark University Political science scholar Robert Boatright says that the ad campaign shows the ways that the Israeli government is keenly aware of the importance of American public opinion in it’s war effort. The ads comes at a time when U.S. public support for Israel has waned considerably as the death toll in Gaza surges.

In November, 40% of Americans said Israel has gone “too far” in its campaign in Gaza. Now, half of all Americans say the same, according to data from AP-NORC.

“It seems Israel has a legit perception that it needs to do a PR campaign in America,” Boatright said. “They know there’s conflict in the U.S. over what we should be doing in terms of Israel and Palestine.”

Israel’s attempt to win over U.S. public opinion has been expansive. Israeli Defense Forces have used social media to post shocking videos, while also highlighting the service of LGBTQ soldiers and women in attempts to appeal to a national and international audience.

Political consequences

As the 2024 election season begins, polls indicate that the growing discontent of the American public around Pres. Joe Biden’s continued support of Israel may have political consequences.

“If I had any idea of voting for Joe Biden, I certainly will not be doing so now,” said Aldair Labrada, a Cuban American voter told Prism in November.

“Not only because his administration has proven to be against any form of ceasefire, but because he said that we cannot be sure that this many [Palestinians] have died. And honestly that’s just very saddening to me because it normalizes what is going on.”

Despite this overwhelming opposition, the senate recently voted to pass a foreign aid package that includes $14 billion in military assistance to Israel.

According to Boatright, the success of political ads meant to shift public opinion is measured by whether or not people remembered them. When he asked his college students if they remembered the ad from the game, most of them said they did.

“So on those grounds, I’d say it was a successful ad. My students think about the Israeli-Palestinian conflict a lot, so they are sort of primed to notice when something unusual is said about it, or when it pops up somewhere they weren’t expecting it to,” Boatright told Reckon.

Criticism of the ad and the “Stop Jewish Hate” ads paid for by a foundation owned by billionaire owner of the New England Patriots Robert Kraft came from both pro-Israel and pro-Palestine viewers who aired their grievances online.

Some users criticized the “136 seats” ad with their edits of the ad featuring Palestinian fathers who endured Israeli attacks like this remake posted by X user Propaganda and Co.

Many online critics also pointed out that while the Super Bowl ad aired, Israel began a bombing campaign of Gaza’s southern city of Rafah, the last safe zone in the region where 1.2 million Palestinians have fled after the Israeli Defense Forces instructed them to move there.

Activists are waging complaints with the Federal Communications Commission in what they claim is an instance of the commission breaking it’s own rules around political advertising. According to Abed A. Ayoub, the Executive Director of the American-Arab Anti-Discrimination Committee, more than 10,000 complaints being filed about the ads as of Wednesday pointing out that the FCC did not disclose that the programming was paid for by a foreign government.

“CBS violated FCC rules by not making proper disclosures to the viewers across all platforms. This not only undermines the integrity of broadcasting standards but also misleads the public by not providing necessary context about the ad’s origins,” Ayoub said on X.

He and other activists want to “hold CBS and the NFL accountable” for not clearly disclosing the ad’s sponsor.

“The American public has a right to know and be informed about the influence of foreign governments in our media, and this includes Israel,” Ayoub said in the post on X.

The ADC has set up a call to action on its website where people can complain directly to the FCC. The FCC has not yet responded to complaints about the ads as of Wednesday afternoon.This Sunday, the Israeli government ran three ads that called for support for hostages held by Hamas during the most watched U.S. television event of the year. The ads were aired amid growing national criticism of Israel’s bombing campaign in Palestine which has lasted 131 days and killed more than 28,000 people.

The 30-second ads ran during the game between the San Francisco 49ers and the Kansas City Chiefs, which was streamed on Paramount+ by approximately 115 million Americans last Sunday.

The first was called Bring All Dads Back Home, and portrayed fathers throwing the ball with their kids before shifting to images of hostages. The second was titled “136 Seats Are Still Available for Sunday’s Game” and showed empty seats in a stadium, representing the 136 Israeli hostages still believed to be held by Hamas. The last was titled “In a roaring stadium, their silence is deafening,” showing a football stadium filled with fans with some seats empty.

Groups who oppose Israel’s bombardment of Palestine say that the ads are an example of how propaganda is used to justify a genocide.

The Israeli Prime Minister’s National Public Diplomacy Directorate, which acts as a press office for the Israeli government, bought the Super Bowl ad space through Paramount. According to pricing reported by Vivvix Ad Intelligence, Israel likely paid about $7 million for each 30-second clip.

Israel’s PR war

Clark University Political science scholar Robert Boatright says that the ad campaign shows the ways that the Israeli government is keenly aware of the importance of American public opinion in it’s war effort. The ads comes at a time when U.S. public support for Israel has waned considerably as the death toll in Gaza surges.

In November, 40% of Americans said Israel has gone “too far” in its campaign in Gaza. Now, half of all Americans say the same, according to data from AP-NORC.

“It seems Israel has a legit perception that it needs to do a PR campaign in America,” Boatright said. “They know there’s conflict in the U.S. over what we should be doing in terms of Israel and Palestine.”

Israel’s attempt to win over U.S. public opinion has been expansive. Israeli Defense Forces have used social media to post shocking videos, while also highlighting the service of LGBTQ soldiers and women in attempts to appeal to a national and international audience.

Political consequences

As the 2024 election season begins, polls indicate that the growing discontent of the American public around Pres. Joe Biden’s continued support of Israel may have political consequences.

“If I had any idea of voting for Joe Biden, I certainly will not be doing so now,” said Aldair Labrada, a Cuban American voter told Prism in November.

“Not only because his administration has proven to be against any form of ceasefire, but because he said that we cannot be sure that this many [Palestinians] have died. And honestly that’s just very saddening to me because it normalizes what is going on.”

Despite this overwhelming opposition, the senate recently voted to pass a foreign aid package that includes $14 billion in military assistance to Israel.

According to Boatright, the success of political ads meant to shift public opinion is measured by whether or not people remembered them. When he asked his college students if they remembered the ad from the game, most of them said they did.

“So on those grounds, I’d say it was a successful ad. My students think about the Israeli-Palestinian conflict a lot, so they are sort of primed to notice when something unusual is said about it, or when it pops up somewhere they weren’t expecting it to,” Boatright told Reckon.

Criticism of the ad and the “Stop Jewish Hate” ads paid for by a foundation owned by billionaire owner of the New England Patriots Robert Kraft came from both pro-Israel and pro-Palestine viewers who aired their grievances online.

Some users criticized the “136 seats” ad with their edits of the ad featuring Palestinian fathers who endured Israeli attacks like this remake posted by X user Propaganda and Co.

Many online critics also pointed out that while the Super Bowl ad aired, Israel began a bombing campaign of Gaza’s southern city of Rafah, the last safe zone in the region where 1.2 million Palestinians have fled after the Israeli Defense Forces instructed them to move there.

Activists are waging complaints with the Federal Communications Commission in what they claim is an instance of the commission breaking it’s own rules around political advertising. According to Abed A. Ayoub, the Executive Director of the American-Arab Anti-Discrimination Committee, more than 10,000 complaints being filed about the ads as of Wednesday pointing out that the FCC did not disclose that the programming was paid for by a foreign government.

“CBS violated FCC rules by not making proper disclosures to the viewers across all platforms. This not only undermines the integrity of broadcasting standards but also misleads the public by not providing necessary context about the ad’s origins,” Ayoub said on X.

He and other activists want to “hold CBS and the NFL accountable” for not clearly disclosing the ad’s sponsor.

“The American public has a right to know and be informed about the influence of foreign governments in our media, and this includes Israel,” Ayoub said in the post on X.

The ADC has set up a call to action on its website where people can complain directly to the FCC. The FCC has not yet responded to complaints about the ads as of Wednesday afternoon.

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 The leisure and hospitality industry has the highest average of jobs added per month over the last year

In the wake of the pandemic’s impact, the job market has shown remarkable resilience, especially in certain sectors. While the professional and business services industries have been significant contributors to job growth, adding over 1 million new jobs in the last 12 months, it’s the leisure and hospitality industry that stands out for its recovery pace. This sector has demonstrated the highest average monthly job growth, adding an average of 52,000 jobs per month over the last year[2]. This surge in job creation reflects not only a rebound from the severe impacts of the pandemic but also the sector’s critical role in the broader economic recovery. Overall, the labor market has seen an increase of 5.8 million jobs since last year, surpassing its February 2020 level by 240,000 jobs, signaling a strong recovery trajectory.

7. The industry with the most job openings is the professional and business services industry

The professional and business services industry now leads in job openings[2], a shift from the previous trend where education and health services were more in demand. This change signals a strong need for skilled workers in areas such as management, administration and consulting. Job seekers exploring opportunities in this field may find promising prospects for stable employment. For businesses operating in these sectors, the surge in job openings presents challenges in attracting and maintaining a skilled workforce, reflecting the dynamic nature of job markets and the evolving needs of industries.

8. The industry with the highest projected job growth is home health and personal care

While the professional and business services industry currently leads in job openings, the home health and personal care sector is projected to experience the most significant job growth. An estimated increase of 22%, translating to over 804,000 new jobs[2], is expected in the next decade. This surge in demand can be attributed to factors such as an aging population, which necessitates more in-home healthcare services. The trend towards personalized and patient-centric care models also plays a role, as does the increasing preference for in-home care over institutional settings.

While the professional and business services industry currently has the highest number of job openings, the home health and personal care industry is expected to see the highest growth. Over the next decade, it is estimated to see an increase at the astronomical rate of 22% and add a over 804,000 jobs.[2]This reveals projected growth within the home health and personal care industries, which is slated to increase in demand given the fact that the aging population is growing disproportionately larger than the younger generations.

9. The leisure and hospitality industry is still recovering from Covid-19

The Leisure and Hospitality industry, which experienced significant job losses due to the Covid-19 pandemic, is on a path to recovery. While the industry faced a shortfall of 633,000 jobs since February 2020[2], recent trends show positive momentum. In 2023, the industry has been adding an average of 41,000 jobs per month. This is a decrease from the 2022 average of 88,000 jobs per month, yet it represents continued progress. Despite these gains, employment in leisure and hospitality remains 223,000 jobs below its pre-pandemic level as of February 2020. The industry’s recovery, spurred by resumed travel and increased demand for leisure activities, is still unfolding as it works to regain its pre-pandemic strength.

10. Nevada and D.C. have the highest unemployment rates in the nation

Recent data places Nevada at the forefront in terms of unemployment rates in the United States, with a rate of 5.4%[2]. Following closely is the District of Columbia, recording a 5% unemployment rate[2]. These figures suggest particular economic challenges or labor market conditions unique to these regions. Nevada, known for its tourism-centric economy, particularly in areas such as Las Vegas, may reflect the lingering impacts of the pandemic on the hospitality and entertainment sectors. Similarly, D.C.’s rate could be influenced by its distinct urban and political dynamics.

Conversely, Maryland showcases the nation’s lowest unemployment rate at just 1.7%[2]. This could be attributed to the state’s diverse economy, which includes sectors such as bioscience, manufacturing and cybersecurity, coupled with its proximity to the federal government’s numerous agencies providing a stable employment base. Maryland’s low unemployment rate indicates strong job market health and potentially effective economic policies at play.

According to the most recent data, Nevada has the highest unemployment rate in the country at 5.4%. Right behind it is the District of Columbia at 5%[2]. Meanwhile, on the other end of the spectrum, Marylandhas the lowest unemployment rate at just 1.7%[2].

11. New Jersey had the largest increase in unemployment over the last year

Over the last year, New Jersey has seen the most substantial rise in unemployment rates, with an uptick of 1.3%[2]. This change points to specific economic shifts or challenges within the state. On a different note, Maryland experienced the most significant reduction in unemployment, with a decrease of 1.5%[2]. This could be linked to its varied economic strengths, contributing to a more stable job market.

12. The number of U.S. jobs will increase by 87,000 in 2024

In 2024, the U.S. job market is projected to witness an increase, though modest, in the number of jobs. Specifically, employment across the United States is anticipated to grow by 87,000. To put this in perspective, considering the 9.6 million jobs lost due to the Covid-19 pandemic between May 2020 and September 2022[2], this increase represents a small step towards recovery. It’s a noticeable shift from the 2.72 million jobs added in 2023[3], indicating a slower pace of job market recovery in 2024. This suggests that while there is progress in regaining the jobs lost during the pandemic, the journey towards a full recovery is gradual and ongoing.

Over the next year, the number of jobs in the U.S. is expected to increase by 87,000. Granted, this is following immense job loss due to the pandemic. According to data from the Bureau of Labor Statistics,[2] 9.6 million jobs were lost in the U.S. due to covid between May 2020 and September 2022. In other words, the projected job growth for 2023 remains just a fraction of what was lost during the pandemic. This indicates that while the nation is in recovery, it still has a long way to go.

13. By 2032, the number of U.S. jobs is projected to increase by 4.7 million

By 2032, the U.S. job market is expected to see an increase in employment, with a projected addition of 4.7 million jobs[2]. This expansion will bring total employment to an estimated 169.1 million. However, this growth, with an annual rate of just 0.03%, marks a significant slowdown compared to the previous decade's annual growth rate of 1.2% from 2012 to 2022[2]. This slower pace of growth indicates a lengthy recovery period from the job losses incurred during the Covid-19 pandemic. Despite the increase in total jobs, by 2032, the U.S. will still be recovering from the pandemic's impact, as the growth falls short of fully compensating for the 9.6 million jobs lost during that period.

14. The fastest-growing industries are healthcare and social assistance

Not only do the healthcare and social assistance industries have the highest survival rate across all industries, but it also boasts the fastest growing industry.[2]. This growth is driven by increasing demand for health services due to an aging population and a broader recognition of the importance of mental health and social support services. Advances in medical technology and healthcare delivery, including the rise of telehealth and personalized medicine, further fuel this expansion. Additionally, the sector's resilience to economic fluctuations and its capacity to innovate in response to societal health challenges contribute to its rapid growth. With an ever-growing focus on health and well-being in society, these industries are expected to continue their upward trajectory, meeting essential needs and creating numerous job opportunities.

15. The industry that will add the most jobs is individual and family services

The individual and family services industry has the highest projected growth as it is estimated to add over one million jobs between 2019 and 2029.[2] The industry that is slated to have the second highest job growth in the nation is computer systems and design which is projected to add over 574,000 jobs in the next 10 years.

The individual and family services industry, with its projection to add over 1 million jobs between 2019 and 2029[2], reflects a growing societal emphasis on social welfare and mental health services. This surge in job creation is likely driven by increased public awareness and acceptance of mental health issues, alongside a growing aging population requiring more in-home and community-based services. The expansion of this industry signifies a shift towards prioritizing individual and family well-being in policy and practice.

In parallel, the computer systems and design industry, projected to add over 574,000 jobs in the next decade[2], mirrors the ongoing digital transformation across all sectors. The increasing reliance on technology in everyday life and business operations has spurred demand for professionals skilled in these areas. This trend highlights the critical role of technology and digital innovation in driving economic growth and job creation in the modern economy.