Super Bowl, eye-catching viewing:

The Super Bowl in the United States not only set a record for the longest game time in history but also broke the record for the highest average viewership in American television history, with over 1.2 billion viewers¹, thanks to the presence of pop star Taylor Swift.

Corporate Super Bowl, lucrative sidelines:

Due to the massive audience, the Super Bowl's advertising slots are a must-have for major corporations, with a 30-second ad averaging $7 million². Companies like Microsoft, Uber Eats, BMW, L'Oréal Group, and Budweiser³ are all vying for brand exposure.

Profit Super Bowl, US stock market optimism:

Amidst the Super Bowl frenzy, the US stock market also performed well, with a 1.6% increase in January, marking three consecutive months of gains. Among the S&P 500 component stocks that have already released their financial reports, profit estimates have reached 9.6%, up from 4.7% at the beginning of the year, with over 80% exceeding expectations⁴. Moreover, since 1950, when the S&P 500 index rises in January, the probability of it maintaining its upward trend for the rest of the year is high, with an average performance exceeding double digits.

US stock market January performance relative to full-year return analysis

Since 1950, the probability of the S&P 500 index rising for the full year and its average increase after a January rise

Data source: Bloomberg, Morgan Asset Management compilation, data date: S&P 500 index data from 1950 to 2023. 1. Data source: CBS, ACNielsen, data date: 2024.2.13, including internet and streaming media, with a total audience of over 2 billion people. 2. Data source: CBS, data date: 2024.2. 3. Individual stocks are only used as examples and do not imply any recommendation. 4. Data source: LSEG I/B/E/S, data date: 2024.2.16. Past performance is not a reliable indicator of current and future performance, and investors cannot directly invest in an index.