Last year’s Fox Super Bowl had an average of 102 million viewers and was the most-watched program of 2020. That means the game is still a valuable investment for some companies.
But there is substantial uncertainty about the huge audience it will have this year, as brands are concerned that the virus will prevent fans from partying in the Super Bowl. The pandemic is also altering the messages that brands want to convey to customers.
“Obviously, brands need to talk to consumers in the right tone and are properly concerned about making mistakes,” said Mark Read, CEO WPP (WPP), the world’s largest advertising firm, previously told CNN Business. “But I have no doubt the Super Bowl will continue to be the biggest sporting and advertising event of the year.”
This is what you need to know.
How much?
Super Bowl ads aren’t cheap, not even this year, despite the financial hardships. CBS reportedly charges $ 5.5 million for a 30-second spot. This is slightly lower than last year, but for the first time advertisers will have to cough up an additional $ 300,000 to be in the online stream of the network.
CBS ran out of all its slots in the game in mid-January. This is noticeably slower than last year, when Fox said it ran out for Thanksgiving 2019.
Who’s leaving?
For beginners, Budweiser and his Clydesdales are sitting this one. The brewery said it would invest the millions of dollars it would have spent on an ad to support “critical awareness against the Covid-19 vaccine” with donations and future advertising campaigns.
This does not mean that your parent company, Anheuser-Busch (BROT), is not spending much on the game. The company publishes its first announcement of the famous film directed by David Fincher. The ad aims to “remind us of the role beer can play in people’s lives.” Some of Budweiser’s sister brands, including Bud Light and Michelob Ultra, will also run ads, for a total of four minutes.
Two major car manufacturers, That i Hyundai, are also on the bench this year. Kia said that after posting Super Bowl ads for a decade, this year it is declining to “expand its charitable initiatives in support of young Americans.” Hyundai, which has been announcing during the game for several years, parked its usual plans for several reasons.
Planters drew attention last year for killing Mr. Peanut. This year, the $ 5 million allocated for a Super Bowl announcement will be used and given to people who have performed charity events during the pandemic. Lawyers of Mexico he is also sitting after six consecutive years.
Coca Cola, who is suffering financial difficulties, nor does it advertise. Pepsi it does not advertise its eponymous soft drink, but focuses on its break program sponsored by The Weeknd.
Who is there?
Still, the absences don’t mean the game is full of commercials for the CBS series “NCIS”. Several high profile advertisers will remain in the game, including Amazon, Cheetos, i Doritos.
There are also several early timers, mostly from companies that have grown during the pandemic. Chipotle is issuing a point focused on its sustainability efforts, including “reducing carbon emissions, saving water and supporting local producers”.
Per Dash has released big names for its publicity, including rapper Daveed Diggs and the big characters from “Sesame Street” Big Bird, Cookie Monster and Grover. The one-minute space shows the variety of food users can deliver.
Other celebrities appear in ads for newcomers, including Amy Schumer Hellman’s mayonnaise, John Travolta and his daughter for Scotts Miracle-Gro and Dolly Parton on a site for website creator Square space. Comedians Dana Carvey and Mike Myers of “Wayne’s World” fame have come together for Uber Menja.
Robin Hood, the stock trading app that caused some sort of revolution on Wall Street, has also bought an ad. Competitor E-commerce he has also returned after taking a few years off.
