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Everything you need to know about the 2021 Super Bowl advertising

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

However, there is considerable uncertainty about how big the audience will be this year as brands fear the virus will prevent fans from hosting Super Bowl parties. The pandemic is also changing the messages brands want to convey to customers.

“Of course, brands need to speak the right tone to consumers and are rightly concerned about getting it wrong,” Mark Read, CEO WPP (WPP), the largest advertising company in the world, previously told CNN Business. “But I have no doubt that the Super Bowl will remain the biggest sports and advertising event of the year.”

Here’s what you should know.

How much?

Super Bowl commercials aren’t cheap this year, despite the economic hardship. CBS reportedly asks $ 5.5 million for a 30-second commercial. That’s a little less than last year, but for the first time, advertisers will have to raise an additional $ 300,000 to participate in the network’s live online stream.

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

Who is out

For starters, Budweiser and his Clydesdales sit this out. The beer company said it will invest the millions of dollars that would have been spent on an ad to support “critical awareness of Covid-19 vaccines” with donations and future publicity campaigns. That doesn’t mean its parent company, Anheuser-Busch (BUD), doesn’t spend much on the game. The company is showing its very first commercial for the famous film, directed by David Fincher. The purpose of the ad is 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 show ads totaling four minutes.

Two major automakers That and Hyundai, are sitting on the bench again this year. Kia said that after a decade of Super Bowl advertising, this year was declining to “expand its charities in support of American youth.” Hyundai, which has been promoting the game for several years, has parked its usual plans for a variety of reasons.

Planters got attention last year for killing Mr. Peanut. This year, the $ 5 million allocated to a Super Bowl advertisement will be used and given to those who performed charitable acts during the pandemic. Avocados from Mexico sits out even after six consecutive years. cokewho is in financial trouble, is also not an advertisement. Pepsi doesn’t advertise its eponymous lemonade, but instead focuses on its sponsored halftime show with The Weeknd.

Who is there?

However, the absences do not mean that the game will be filled with commercials for the CBS series “NCIS”. Several high profile advertisers will stay in the game, including Amazon, Cheetos, and Doritos.

There are also several first-time visitors, especially from companies that have grown during the pandemic. Chipotle airs a spot that focuses on its sustainability efforts, including “reduce carbon emissions, save water and support local producers”.

by Dash has won big names for its ad, including rapper Daveed Diggs and Sesame Street stars Big Bird, Cookie Monster and Grover. The minute-long spot shows the variety of foods that users can deliver.

Other celebrities who star in ads for newcomers, including Amy Schumer for Hellmans mayonnaise, John Travolta and his daughter for Scotts Miracle-Gro and Dolly Parton in one place for website builders Squarespace. Wayne’s World comedians Dana Carvey and Mike Myers are reunited for Uber eats.

Robin Hood, The stock trading app that started something of a revolution on Wall Street also bought an ad. Competitor E-commerce is back after a few years’ break.

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