Super Bowl LV: Everything You Need To Know About Ads

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Last year’s Super Bowl on Fox averaged 102 million viewers and was the most-watched show of 2020. That means gaming is still a valuable investment for some companies.

But substantial uncertainty exists about the huge audience this year, as brands fear the virus could prevent fans from hosting Super Bowl parties. The pandemic is also changing the messages brands want to convey to customers.

“Obviously, brands need to talk to consumers in the right tone and rightly fear they are wrong,” Mark Read, CEO WPP (WPP), the world’s largest advertising company, previously told CNN Business. “But I have no doubt that the Super Bowl will remain the biggest sporting and publicity event of the year.”

Here’s what you need to know.

How?

Super Bowl commercials don’t come cheap even this year, despite the tough economic times. CBS would charge $ 5.5 million for a 30-second spot. That’s a little less than last year, but for the first time, advertisers will have to shell out an additional $ 300,000 to be broadcast live on the network.

CBS sold all of its in-game slots in mid-January. That’s significantly slower than the pace last year, when Fox said it was sold out by Thanksgiving 2019.

Who is outside?

To begin, Budweiser and his Clydesdales sit this one. The beer company said it would invest the millions of dollars reportedly spent on an advertisement to support “critical awareness of the Covid-19 vaccine” with donations and future advertising campaigns.
It doesn’t mean its parent company, Anheuser-Busch (BUD), does not spend big on the game. The company launches its very first commercial of the famous film directed 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 lasting a total of four minutes.

Two major car manufacturers, This and Hyundai, are also on the bench this year. Kia said that after running Super Bowl commercials for a decade, it is down this year in order to “expand its charitable initiatives in favor of American youth.” Hyundai, which has been advertising during the game for several years, has parked its usual plans for a variety of reasons.

Planters attracted attention last year for killing Mr. Peanut. This year, he’s using the $ 5 million allocated for a Super Bowl ad and giving it to people who have done charitable acts during the pandemic. Mexican avocados is also absent after six consecutive years.
Coke, who suffers from financial difficulties, does not advertise either. Pepsi does not advertise his eponymous soda, but instead focuses on his sponsored halftime show starring The Weeknd.

Who is in?

The absences don’t mean the game will be filled with commercials for the CBS “NCIS” series, however. Several high profile advertisers will remain in the game, including Amazon, Cheetos, and Doritos.

There are also several newbies, including from companies that grew up during the pandemic. Chipotle broadcasts a spot focusing on its sustainable development efforts, in particular “reducing carbon emissions, saving water and supporting local producers”.

By Dash has attracted big names for its publicity including rapper Daveed Diggs and “Sesame Street” stalwarts Big Bird, Cookie Monster and Grover. The one-minute spot shows the variety of food users may have delivered.

Other celebrities featured in ads for newcomers, including Amy Schumer for Hellman’s Mayonnaise, John Travolta and his daughter for Scotts Miracle-Gro and Dolly Parton in a spot for the website builder Squarespace. Comedians Dana Carvey and Mike Myers of “Wayne’s World” fame have been reunited for Uber Eats.

Robin Hood, the stock trading app that sparked some kind of revolution on Wall Street, also bought an ad. Competitor E-commerce is back too after a few years of rest.

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